CPS 49S
Google: The Computer Science
Within and its Impact on Society
Shivnath Babu
Spring 2008
Teams
• Search Internals
– Bryan, Jason
• Non-Google Search
– Karima, Minerva
• Advertising
– Casey, Nick
• Fraud Detection
– A.J., Eddie
• Economy
– Dan, Danny, Sam
• Services
– Justin, Raquel
• Privacy
– Ashley, Kelly
• Future
– Kyle, Nolan, Taylor
Tentative Presentation Order
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Jason
Bryan
Karima
Minerva
Danny
Nick
Sam
Casey
A.J.
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Eddie
Dan
Emily
Ashley
Raquel
Justin
Taylor
Kyle
Nolan
Background
• HTML
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Tags
Links (hyperlinks) and anchor text
Meta tags
Creating your web page at Duke
Submitting your web site to Google
• Internet and Web
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Router
URL
IP address
Domain name service
Overview of Reading Material
• Search technology
– Crawling, indexing, query processing
• Data about who and what of web searches
• The intent behind search
– Informational, navigational, transactional
• The monetary angle
• Improving current search
Search Technology
• Search as seen by the user
• Search as seen by the search engine
– http://www.google.com/intl/en/corporate/tech.html
– Crawling  document repositories
– Indexing
• What all information can be extracted from a web
page? (Analysis)
• How to organize this information
– Processing user queries
Search Technology (contd.)
• Holy grail of a search engine: find the true intent
of the searcher
– What makes this hard?
– Metadata, tags, cue words, concept
• Improving search
– First, Second, and Third generation search (more of
this later)
– Tracking links that users follow
Who/What/Why
• Who is searching
• What/Why
– Informational
– Navigational
– Transactional
• Categorize the following searches
– Southwest airlines
– Raleigh hotel
– Abraham Lincoln
Web Search Vs. Information Retrieval
• What are the similarities?
• What are the dissimilarities?
The Monetary Angle
• What does the graph on Page 35 represent?
• Paid search
– Who is paying? (50 cents per click, let us do the
math)
– What are the stakes?
– The local market
Search Innovations
• First generation search engines
• Second generation search engines
• Third generation search engines
Quiz 1, HW1, and Assigned Readings
• For Tuesday (1/22) and Thursday (1/24) of next
week
– Early paper by the Google guys
– Posted on the course readings web page
• Readings for Thursday (1/24)
– How Internet Search Engines Work
– Chapter 2 from textbook (continued)
• HW1 will be posted tomorrow (Wednesday)
– Is due next Thursday
– Has to be submitted as the URL of a web page you
create at Duke
• Quiz 1 on Tuesday 1/29