Analysis of search engine user query intention

Absrtact: We open the search engine, we can see the interface of the search engine is very simple, when the user input query words, search engine returned search results, the process seems simple, but some of the process behind it is very complex. User-Entered every

We open the search engine, you can see the search engine interface is very simple, when the user input query words, search engine returned search results, the process seems simple, but some of the process behind it is very complex. Each word entered by the user hides the quiet of its deeper query intent, which often requires deep digging to get it. We as a webmaster, often from the user's needs, to be based on the needs of search engine users to determine the content of our site and the direction of optimization. User Query Intent analysis is currently one of the key areas of search engine research, only accurate understanding of what the search engine users want, and provide them with satisfactory service to better retain more users to use the search engine.

Mencius said: "The world has a way: get its people, the world will be, the people have a way: get their hearts, and the people, the heart of the way: the desire to gather with it, the evil do not, er also." The meaning of this sentence is: To obtain the world there is a way: the support of the people, to obtain the world. There is a way to obtain support from the people: The people have won support. There is also a way to win the hearts and minds of the people they want, to accumulate for them, and not to add to their heads what they dislike.

So do search engines, if you want to get more market share, then you need to get more user market, want to retain users, then you have to get their hearts, can put the user's habits and the need to remember the first time back, to minimize pop-up users do not like things, so that they get more, This is the key to our retention of users. Look at the current search engine market, Baidu and 360, Sogou, they are now in the user experience degree and continuous efforts to analyze and understand the user's habits and behavior, then the search engine user behavior and intentions, search engine is how to realize and understand, today, Just for you to do a simple analysis!

A full understanding of the behavior and intentions of search engine users

The search behavior has become the basic requirement of every internet, and also the focus of search engine research. So what is the user's search behavior? What is the search intention behind the user query? This is the area that needs careful study, only then can better adapt to the user experience degree.

(1) What is the user's search behavior?

Let's think about why we use search engines. Why do more people use search engines? Because of his convenience, so the resulting search behavior. Often when we meet our unfamiliar concepts or problems when we solve our tasks, the result is no specific information, then, we will open in the mind to describe the needs of the query words, the query words in our mind input to the search engine to query, and then the results of the query to browse, If we find that the results of the search are not so ideal, we will be based on the search engine prompts, or our thinking to make two updates, rewrite the query keyword, so as to more accurately describe their information needs, and then requery request. So formed the user and search engine interaction closed loop, until the search results have solved our problems or needs, we will leave the search engine.

When we use the search engine, the query keyword and return results, often there will be a great difference and uncertainty, we do not necessarily in the first time, we can find what we need, then we constantly change the process, constantly improve, describe information, There is a problem of information loss in the process of forming a query, so the query rewriting in the subsequent cycle is a process that users clarify the search demand gradually. There are three common types of query rewriting:

(1) Abstract rewrite, the original query for the language of abstraction, such as the original query is "Siberian tiger photos" after the abstract rewrite we changed the search term to Tiger photos, because the tiger in the language concept is more broad, including the concept of the Amur tiger. So it is an abstract process, the reason to do this type of rewriting, often because the original query found too little, through the concept of a broad increase in the search recall rate, in this way to find more content.

(2) Specific rewriting: from the broad concept of a narrow, such as "outdoor activities" after rewriting the site, rewrite the query more specific, so that can more accurately determine the search content.

(3) To maintain the rewrite before and after the inquiry, the user is often so rewritten is not satisfied with the original search results, so changed a synonym to search.

Ii. Classification of User search intentions

The underlying search intent is hidden behind every search request sent by the user. If the search engine can automatically find the user's search intention based on the query vocabulary, and then provide different checking methods for different search intention, it will be more consistent with the result of the intention, then will increase the user's search experience. At present, the major search engines in the implementation of this search engine efforts.

The user's search intention should be divided into which types, there is no clear standard to speak of, but many search engine work by the "broader" and other people's intention to classify work impact. They divided the classification into three major categories, and then Yahoo's staff took the three larger classes more carefully, following the results of their classification.

(1) Navigation type Search

The purpose of this search request is to find a specific site address, often this search is already known to a business or brand of the Web site or homepage, in order to avoid the input URL or do not know the URL so use search engine to find, the characteristic is to want to go to a specific page.

(2) Information type search

The purpose of this search request is to obtain some kind of information, which is characterized by the user wants to learn some new knowledge, for the information class can be divided into the following seed types:

1 Direct type: Users want to know about a topic or a certain aspect of the clear information "such as how the Stars will glow?" How much is the train ticket from Henan to Beijing?

2 Indirect type: Users want to know about a topic of any direction information, such as Fan search "Andy Lau," and so on. The results of the 2013 change in Baidu are not the same. Give a very comprehensive.

3 Suggestions: Users want to search for some advice, advice, or some guidance. such as "How to do a good job seo"

4 Positioning: Users want to know where the real life can find some products or services, such as "Learning double stick" "Buy a phone card" and so on.

5 List Type: Users want to find a group of information such as "Beijing Qinghe which SEO company best?" Which company in Beijing optimizes the service to do better? "

(3) Transactional search

The purpose of this search request is to accomplish a goal-specific task, such as downloading MP3, and the resource class is intended to obtain a resource from the network that can be subdivided into:

1 Download type: Want to download a product or service from somewhere on the web, such as "Download Win7"

2 Entertainment type: Users want to get some information such as downloading MP3 for recreational purposes

3 Interactive: Users want to use a certain Internet software or services to provide results such as the weather in Beijing, users want to find a website, in this site can query the weather in Beijing.

4 Acquisition Type: Users want to obtain a resource, the use of such resources is not limited to computers such as "coupons", we find the print in the real life after use.

The analysis of the user's intention and behavior can help us to do our website better. We can start with a different perspective and consider. When search engines want to show more good results, where to look for these resources? Our site is to provide the best resources for search engines sites, we help search engines to complete this search to enhance the search engine user experience, and if our site appears in the search engine results, and was clicked, Is it possible that our website user experience can be upgraded? Improve the user experience of the search engine, in fact, more often, or should improve the quality of our website. Search engine every algorithm update, is to have a better user experience degree and carried out. OK, simple analysis and finishing, hope to be able to help you.