Click-through rate (CTR) is a key signal of relevance for search engine results, both organic and sponsored. CTR of a result has two core components: (a) the probability of examination of a result by a user, and (b) the perceived relevance of the result given that it has been examined by the user. There has been considerable work on user browsing models, to model and analyze both the examination and the relevance components of CTR. In this paper, we propose a novel formulation: a micro-browsing model for how users read result snippets. The snippet text of a result often plays a critical role in the perceived relevance of the result. We study how particular words within a line of snippet can influence user behavior. We validate this new micro-browsing user model by considering the problem of predicting which snippet will yield higher CTR, and show that classification accuracy is dramatically higher with our micro-browsing user model. The key insight in this paper is that varying relatively few words within a snippet, and even their location within a snippet, can have a significant influence on the clickthrough of a snippet.
We propose a new model to interpret the clickthrough logs of a web search engine. This model is based on explicit assumptions on the user behavior. In particular, we draw conclusions on a document relevance by observing the user behavior after he examined the document and not based on whether a user clicks or not a document url. This results in a model based on intrinsic relevance, as opposed to perceived relevance. We use the model to predict document relevance and then use this as feature for a "Learning to Rank" machine learning algorithm. Comparing the ranking functions obtained by training the algorithm with and without the new feature we observe surprisingly good results. This is particularly notable given that the baseline we use is the heavily optimized ranking function of a leading commercial search engine. A deeper analysis shows that the new feature is particularly helpful for non navigational queries and queries with a large abandonment rate or a large average number of queries per session. This is important because these types of query is considered to be the most difficult to solve.