当搜索引擎响应查询而在搜索结果中返回网页时，大多数人都认为显示的页面是搜索引擎确定的页面。“best”页面以响应其搜索词。但是这个词是什么“best” mean in that context? The search engines attempt to show pages that are both relevant to the query (and the intent of a searcher) and are 流行. But is it better to show pages that are ranked highly based upon a search engine 权威 metric or a metric based upon search engine 人气?
谷歌’s PageRank algorithm can be considered a 人气 algorithm based upon a citation analysis approach to finding pages, or as 谷歌 Founder Larry Page noted in 超文本系统中改进的文本搜索 （pdf）：
The intuition is that if your query matches tens of thousands of documents, you would be happier looking at documents that many people thought to mention in their web pages, or that people WHO had important pages mentioned at least a few times.
那里 are other ways of measuring 人气 that the search engines may be used as well, such as the number of times that a document has been read, or the number of times that it might have been linked to or mentioned or shared on a 社会的 network, or selected when shown in a set of search results. A couple of Microsoft patent applications filed this month question the wisdom of using 人气 as a way of ranking pages, and tell us that:
The 人气 of a particular document, however, does not necessarily indicate that the document is relevant to the search query, or that the document is associated with 资源s that are considered reliable concerning the subject matter of the document.
The most 流行 page isn’t necessarily the most 权威性 page.
例如，让’s say that you’重新寻找关于重力如何在黑洞周围工作的最佳信息。您可以在专门研究黑洞行为的科学杂志中找到最好的信息。该杂志上的文章甚至可能由世界某些地区撰写’天文学的最重要专家，专门针对具有科学知识的读者。如果您在Google或Yahoo或Bing上进行了针对该主题的搜索，即使该特定期刊已向公众开放并可以通过搜索引擎免费访问，也有可能是该期刊而不是在搜索结果的顶部附近显示，您会看到为更广泛的受众编写的更多主流页面。
Those mainstream 文章s likely have many more links pointing to them than the journal written for scientists. 他们 likely have highly 流行 pages linking to them from news 资源s, from government agencies like NASA, and from other more mainstream sites that report about science. While 流行 pages can often be useful and informative pages, they may not be the most 权威性 pages that could be shown in response to a query.
So how would Microsoft use a search engine 权威 metric to show pages that are the most 权威性?
Microsoft专利描述了一种基于作者的页面评分系统’s 权威 ranking, and for reranking search results based upon those search engine 权威 scores.
We’在专利中告诉该词“authority” refers to the following characteristics about an author or 资源 of information as might be associated with that author or 资源 in response to a particular topic:
In a few ways, this search engine 权威 ranking approach reminded me of a recent Microsoft about determining the credibility of resources on the Web that I wrote about in 搜索引擎如何根据信誉可视化和重新排序网页。但是，该论文的重点是评估网站而不是特定作者的信誉。
Determining whether an author might be 权威性 on a topic could be determined 通过 looking at data associated with the author, such as:
- Educational degrees held 通过 the 资源
- Citations of the 资源 in scholarly or technical works
- Number of publications associated with a 资源
- Number of 社会的 network connections and/or followers
- Whether or not the 资源 is employed 通过 and/or graduated from a well respected and/or highly cited institution
- Social networking information such as a number of posts relating to the 资源 and/or a particular topic addressed 通过 the 资源
- Number of patents held 通过 the 资源
- Number of links to content associated with the 资源
- Number of 文章s citing work associated with the 资源
- Ratings and Reviews associated with the 资源
Content and specific sites from specific 资源s might be determined to be 权威性 about specific topics, and if a query that someone searches for may also be associated with that topic, then pages from that 资源 might be boosted in search results based upon that perceived 权威.
这里’s a screenshot of a table from the second patent filing that shows 权威 scores and some potential influences on those scores:
由Susan T. Dumais，Stefan David Weitz，Alexander George Gounares，David James Gemmell和Paul Yiu发明
Concepts and technologies are described herein for 权威 ranking for real-time and 社会的 search. An 权威 index configured to store data relating to 资源s is generated. Data relating to the 资源s, including an 权威 value, are generated and stored at the 权威 index. The 权威 value may be defined as a function of 资源, topic, and point of view (“POV”）以及其他数据（如果需要），并且可以根据一个或多个排名函数来确定。
The ranking functions are determined, and data corresponding to the ranking functions is obtained. Each of the ranking functions may be weighted according to a weighting function, a confidence value or interval, one or more time functions, and/or other methods. The obtained 权威 value may be used for affecting the ranking of search results or for other purposes.
由Stefan David Weitz，Alexander George Gounares和Patrick A. Kinsel发明
Concepts and technologies are described herein for dynamically reranking search results based upon 资源 权威. A search query is received and analyzed. One or more topics are identified in the search query. An 权威 index is searched to identify 权威性 资源s for content relating to the identified topic(s). Promoted results corresponding to content generated 通过 the 权威性 资源s relating to the identified topics are obtained.
有关的数据“source” might be identified explicitly through author 通过 lines (sound a little like 谷歌’的作者身份标记方法？），通过机构或出版物或域名等某种方式将它们明确地绑定到其他地方。
The patent filings point to other types of data that might be collected and associated with a 资源 as well, such as:
- Gender of a 资源
- Country of origin associated with the 资源
- Language associated with the 资源, entities and/or other 资源s related to the 资源
- Type of content associated with the 资源
- Descriptions of content associated with the 资源
在许多方面，微软’s approach towards providing a search engine 权威 score for authors or 资源s sound like what 谷歌 is trying to do with their authorship markup, though we haven’Google向他们详细介绍了一些作者的方式和原因’页面或微博帖子可能会在搜索结果中排名。但是我们得到了一些提示，’在以下帖子中写过：
- After Authorship Markup, Will 谷歌 Give Us Author Badges Too?
- Early 谷歌 Circles and the 谷歌 Social Site You Might Not Know 关于
- How 谷歌 Might Rank User Generated Web Content in 谷歌 + and Other Social Networks
One question that I have is whether the approach to 权威 ranking described in the Microsoft patent applications is useful. Are degrees and numbers of patents granted or papers published useful signs of 权威? Are there sometimes more 权威性 资源s WHO have degrees from less well known educational institutions? Numbers of links on other pages, and numbers of followers in 社会的 networks still seem to be important under this approach.
但是该专利还着眼于作者与他人可能进行的各种互动，以及其他与’t tied to 人气 as well.
谷歌’使用作者身份标记似乎也旨在增加“authority”也可以作为排名信号’s interesting that next to authorship profile images shown in search results, 谷歌 is showing “how many circles” someone is in, which seems to be more 人气 based that 权威-based.