spam - CS345 Data Mining Web Spam Detection Economic...

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Unformatted text preview: CS345 Data Mining Web Spam Detection Economic considerations Search has become the default gateway to the web Very high premium to appear on the first page of search results e.g., e-commerce sites advertising-driven sites What is web spam? Spamming = any deliberate action solely in order to boost a web pages position in search engine results, incommensurate with pages real value Spam = web pages that are the result of spamming This is a very broad defintion SEO industry might disagree! SEO = search engine optimization Approximately 10-15% of web pages are spam Web Spam Taxonomy We follow the treatment by Gyongyi and Garcia-Molina [2004] Boosting techniques Techniques for achieving high relevance/importance for a web page Hiding techniques Techniques to hide the use of boosting From humans and web crawlers Boosting techniques Term spamming Manipulating the text of web pages in order to appear relevant to queries Link spamming Creating link structures that boost page rank or hubs and authorities scores Term Spamming Repetition of one or a few specific terms e.g., free, cheap, Goal is to subvert TF.IDF ranking schemes Dumping of a large number of unrelated terms e.g., copy entire dictionaries Weaving Copy legitimate pages and insert spam terms at random...
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spam - CS345 Data Mining Web Spam Detection Economic...

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