Tutorial 7 (link analysis)

Link Structure Analysis
Kira Radinsky
All of the following slides are courtesy of Ronny Lempel (Yahoo!)

29 November 2010 236620 Search Engine Technology 2
Link Analysis
In the Lecture
• HITS: topic-specific algorithm
– Assigns each page two scores – a hub score and an authority score –
with respect to a topic
• PageRank: query independent algorithm
– Assigns each page a single, global importance score
• Both algorithms reduced to the computation of principal eigenvectors
of certain matrices
Today’s Tutorial:
1. Graph modifications in link analysis algorithms
2. SALSA – HITS with a random-walk twist
3. Topic-Sensitive PageRank

Graph Modifications in Link-Analysis
Algorithms
1. Delete irrelevant elements (pages, links) from the collection.
 Non-informative links
 Pages that are deemed irrelevant (mostly by similarity of
content to the query), and their incident links [Bharat
and Henzinger, 1998]
2. Assign varying (positive) link weights to the non-deleted
links.
– Similarity of anchor text to the query [CLEVER]
– Links incident to pre-defined relevant pages [CLEVER]
– Multiple links from pages of site A to pages of site B
[Bharat and Henzinger, 1998]
• Note that some of the above modifications are only
applicable to topic distillation algorithms

SALSA – Stochastic Approach to Link
Structure Analysis
• SALSA, like HITS, is a topic-distillation algorithm that aims to
assign pages both hub and authority scores
– SALSA analyzes the same topic-centric graph as HITS, but splits each
node into two – a “hub personality” without in-links and an
“authority personality” without out-links
– Examines the resulting bipartite graph
• Innovation: incorporate stochastic analysis with the
authority-hub paradigm
– Examine two separate random walk Markov chains:
an authority chain A, and a hub chain H.
– A single step in each chain is composed of two link traversals on the
Web - one link forward, and one link backwards.
– The principal community of each type: the most frequently visited
pages in the corresponding Markov Chain

Forming bi-pirate graph in Salsa

Pr (23) = 2/5*1/3
• Formally, The transition
probability matrix:
SALSA – Authority Chain Example
[PA]i,j =  {k| ki, kj} (iin)-1(kout)-1

SALSA: Analysis
• The transition probabilities induce a probability
distribution on the authorities (hubs) in the authority
(hub) Markov chain
– If the chains are not irreducible, the probability depends on the
initial distribution (chosen to be uniform)
• The principal community of authorities (hubs) is defined
as the k most probable pages in the authority (hub) chain
• While one can compute the scores by calculating the
principal eigenvector of the stochastic transition matrices,
a more efficient way exists

Mathematical Analysis of SALSA leads to the
following theorem: SALSA’s authority weights reflect
The normalized in-degree of each page,
multiplied by the relative size of the
page’s component in the authority side of the graph
x
3 4
a(x) = ----- x ----- = 0.25
3 +5 4 +2
SALSA: Analysis (cont.)

SALSA: Proof for Irreducible Authority Chains
• The proof assumes a weighted graph, in which the link kj
has weight w(kj)
– The examples shown so far assumed that all links have a weight of
1
• Define W as the sum of all links weights
• Define a distribution vector π by πj = din(j)/W, where din(j)
is the sum of weights of j’s incoming links
– Similarly, dout(k) is the sum of weights of k’s outgoing links
• It is enough to prove that πPA=π, since PA has a single
stationary eigenvector (Ergodic Theorem)
– Recall that PA is the transition matrix of the authority chain
– PA is always aperiodic

SALSA: Proof for Irreducible Authority Chains

Topic Sensitive PageRank
[T. Haveliwala, 2002]
• A topic T is defined by a set of on-topic pages ST.
• A T-biased PageRank is PageRank where the random jumps
(teleportations) land u.a.r. on ST rather than on any arbitrary
Web page
• Recall the alternative interpretation of PageRank, as walking
random paths of geometrically distributed lengths between
resets
– Here, a reset returns to some on-topic page
• If we assume that pages tend to link to pages with topical
affinity, short paths starting at ST will not stray too far away
from on-topic pages, hence the PageRanks will be T-biased
– Note that pages unreachable from ST will receive a T-biased PageRank of 0
• Where would be a good place to find sets ST for certain
topics?
– The pages classified under the 16 top-level topics of the Open Directory
Project (see next slide)

Topic-Sensitive PageRank (cont.)
• 16 PageRank vectors are computed, PR1,…,PR16
• Given a query q, its affinity to the 16 topics T1,…,T16 is
computed
– Based on the probability of generating the query by the language
model induced by the set of pages ST
– A distribution vector [α1,…,α16] is computed, where
αj ~ Prob(q | language model of STj)
• The PageRank vector that will be used to serve q is
PRq = αjPRj
• The idea of biasing PageRank’s random jump destinations is
also used for personalized PageRank flavors [e.g. Jeh and
Widom 2003]

Link Analysis Algorithms - Summary
• Many variants and refinements of both HITS and PageRank
have been proposed.
• Other approaches include:
– Max-flow techniques [Flake et al., SIGKDD 2000]
– Machine learning and Bayesian techniques
• Examples of applications:
– Ranking pages (topic specific/global importance/ personalized rankings)
– Categorization, clustering, finding related pages
– Identifying virtual communities
• Computational issues:
– Distributed computations of eigenvectors of massive, sparse matrices
– Convergence acceleration, approximations
• A wealth of literature

Tutorial 7 (link analysis)

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