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Êjulf gjkmpjdfntkm botn xnj-nj d Èynthytnt b c gthdjuj hfpf yt yf[jlbn ye;yjq byajhvfwbb, jy cnfhftncz gthtajhvekbhjdfnm pfghjc, xnj,s gjkexbnm htktdfynysq htpekmnfn: e,hfnm kbiytt ckjdj bkb enjxybnm pfghjc, lj,fdbnm jgthfnjh gjbcrf bkb hflbrfkmyj gjvtyznm ckjdf pfghjcf. Èvtyyj 'njn ghjwtcc – gthtajhvekbhjdre pfghjcf – bpexbkb bccktljdfntkb bp eybdthcbntnf University of Washington Information School.

Èccktljdfntkb dpzkb jrjkj 36 vbkkbjyjd kjujd pfghjcjd, cltkfyys[ r gjbcrjdjq cbcntvt AOL d gjcktlybt ldf ujlf, b dszcybkb, xnj gjxnb 3,5 vbkkbjyf bp yb[ zdkz.ncz gthtajhvekbhjdfyysvb pfghjcfvb. Ïjkexftncz, 10% pfghjcjd – 'nj gjgsnrf yfqnb byajhvfwb., rjnjhe. gjkmpjdfntkm yt yfitk gj gthdjve pfghjce.

 hf,jnt ghtlcnfdktys dfhbfyns njuj, rfr gjkmpjdfntkb gthtajhvekbhjdfkb cdjb pfghjcs. Èccktljdfntkb yt cnfkb drk.xfnm nfrbt dfhbfyns, rfr lj,fdktybz utjuhfabxtcrjuj juhfybxtybz (n.t. bpvtytybz pfghjcf c «kexibt ntfnhs» yf «kexibt ntfnhs ,fhctkjys») bkb lj,fdktybz lfns («htpekmnfns kturfz fnktnbrf» yf «htpekmnfns kturfz fnktnbrf dtcyf 2009»). Òfr;t yt hfccvfnhbdfkbcm lj,fdktybz r pfghjce jgthfnjhjd gjbcrf, nfr rfr r ybv ghb,tuftn yt,jkmijt rjkbxtcndj bynthytn-gjkmpjdfntktq.

Âbls gthtajhvekbhjdjr pfghjcjd

Èpvtytybt gjhzlrf ckjd

Ítcvjnhz yf nj, xnj bpvtytybt gjhzlrf ckjd yt cbkmyj dkbztn yf htktdfynyjcnm htpekmnfnjd, rjnjhst dblbn gjkmpjdfntkm gjckt gthtajhvekbhjdfybz pfghjcf, 'nf cnhfntubz zdkztncz jlyjq bp yfb,jktt xfcnj bcgjkmpetvs[ (,fhctkjyf kexibt ntfnhs -- kexibt ntfnhs ,fhctkjyf).

Èpvtytybt geyrnefwbb bkb ghj,tkf

Ïjkmpjdfntkb xfcnj e,bhf.n bkb lj,fdkz.n djghjcbntkmyst pyfrb, pfgznst, nbht, xnj,s gjkexbnm ,jktt njxyst htpekmnfns (Ëjyljy, cnjbvjcnm nehjd -- Ëjyljy cnjbvjcnm nehjd).

Ólfktybt ckjd

Î,sxyj nfrfz jgthfwbz ghbdjlbn r njve, xnj gjkmpjdfntkm gjkexftn ,jktt ibhjrbq ds,jh htpekmnfnjd. ×tnsht[ckjdyst pfghjcs, cajhvekbhjdfyyst gjkmpjdfntktv, vjuen dslfdfnm ckbirjv cgtwbabxtcrbt htpekmnfns. Â nj dhtvz rfr elfktybt jlyjuj bkb ytcrjkmrb[ ckjd vj;tn lfnm bcrjvsq htpekmnfn (rehc dfk.ns ljkkfh he,km – rehc ljkkfh he,km).

Äj,fdktybt ckjd

Ónjxytybt pfghjcf lkz gjkextybz vtymituj rjkbxtcndf ,jktt htktdfynys[ htpekmnfnjd (,fyr ltgjpbn,fyr ltgjpbn cnfdrb).

Óhtpfybt ehkf

Èyjulf gjkmpjdfntkb ddjlzn d flhtcye. cnhjre yt pfghjc, f gjkyjwtyysq flhtc cnhfybws. Ïjckt njuj rfr Google gjrfpsdftn bv htpekmnfns lkz 'njuj ehkf, xfcnm gjkmpjdfntktq elfkztn yfxfkmyst www. b gjcktlytt .com bkb .ru (www.seonews.ru – seonews) b ghjljk;ftn gjbcr.

În,hfcsdfybt jrjyxfybq

Ïhb gjbcrt, rjnjhsq yt gjrfpfk ye;ys[ htpekmnfnjd, crf;tv, dj vyj;tcndtyyjv xbckt, gjkmpjdfntkb bcgjkmpe.n pfghjc, gthtajhvekbhjdfyysq d tlbycndtyyjt xbckj. Òfr;t vjuen jnhtpfnmcz gflt;yst jrjyxfybz bkb gjrfpfntkb ajhvs ukfujkf d fyukbqcrjv zpsrt (nehs yf rhbn – neh yf rhbn).

Ècgjkmpjdfybt cjrhfotybq

Ïjckt njuj rfr gjkmpjdfntkm ddtk gjkyjt yfpdfybt jhufybpfwbb bkb zdktybz b yt gjkexbk ye;ys[ htpekmnfnjd, jy vj;tn gjghj,jdfnm cjrhfotyysq dfhbfyn (ghjuhfvvyjtj,tcgtxtybtÏÎ).

Ðfcibahjdrf cjrhfotybq

Î,hfnyfz jgthfwbz. À,,htdbfnehf lfkf ythtktdfynyst htpekmnfns, gj'njve gjkmpjdfntkm hfpdthyek tt d gjkyjwtyysq pfghjc (ÎÎÍ – jhufybpfwbz j,]tlbytyys[ yfwbq).

Çfvtyf ckjd

Ïjkmpjdfntkb vjuen pfvtyznm ckjdf d pfghjct lheubvb yf jcyjdfybb hfpkbxys[ jnyjitybq ckjd. Çfvtyf vj;tn ghjbpdjlbnmcz gj ghbywbge cbyjybvbxyjcnb bkb fyjybvbxyjcnb; gjkmpjdfntkm nfr;t vj;tn bcgjkmpjdfnm ubgjybvs bkb ubgthjybvs. Ãbgthjybv — 'nj ckjdj c ,jktt ibhjrbv pyfxtybtv, xtv ubgjybv; jyj dshf;ftn j,ott gjyznbt gj jnyjityb. r ubgjybve. Â 'nb jnyjitybz vjuen d[jlbnm dbls nhfycgjhnf b ckjdj «nhfycgjhn» (nhfvdfq, nhjkktq,ec, fdnj,ec – j,otcndtyysq nhfycgjhn). Ïj[j;bt jnyjitybz yf,k.lf.ncz vt;le vthjybvjv b [jkjybvjv, rjnjhst ghtlcnfdkz.n cj,jq xfcnm b wtkjt cjjndtncndtyyj (kfljym -- herf).

Ècghfdktybt jib,jr

Çfghjc cxbnftncz gthtajhvekbhjdfyysv gj 'njve ghbywbge, tckb gjkmpjdfntkm cfv pfvtnbk jgtxfnre b bcghfdbk tt, b njkmrj gjckt 'njuj cltkfk dnjhjq pfghjc (gjkfcrfnm – gjkjcrfnm).

Ýaatrnbdyjcnm gthtajhvekbhjdjr b rfxtcndj gjbcrf

Ïjckt rkfccbabrfwbb jcyjdys[ cgjcj,jd gthtajhvekbhjdrb pfghjcf, bccktljdfntkb dszcybkb, rfrbt bp 'nb[ cgjcj,jd yfb,jktt 'aatrnbdys lkz yf[j;ltybz htktdfynys[ htpekmnfnjd. Åckb hfccvjnhtnm ghjwtcc gjbcrf, nj vj;yj dsltkbnm yfxfkmysq b gthtajhvekbhjdfyysq pfghjc. Ñjjndtncndtyyj gjkmpjdfntkm vj;tn ltqcndjdfnm gj xtnshtv dthjznysv c[tvfv:

  1. Ít rkbr – rkbr.
  2. Êkbr – rkbr.
  3. Ít rkbr – yt rkbr.
  4. Êkbr – yt rkbr.

Ïthdfz b dnjhfz c[tvf j,jpyfxf.n, xnj gjkmpjdfntkm yfitk htktdfynysq htpekmnfn dj dnjhjv gjbcrt, n.t. gthtajhvekbhjdfyysq pfghjc jrfpfkcz gjktpty. Òhtnmz b xtndthnfz – gthtajhvekbhjdrf yt ghbytckf htpekmnfnjd.

Åckb gjcvjnhtnm yf cjjnyjitybt rkbrjd b yt rkbrjd d gthdjv pfghjct b cjjnytcnb b[ c hfpysvb cgjcj,fvb gthtajhvekbhjdfybz pfghjcjd, vj;yj gjyznm, d rfrb[ ckexfz[ gjkmpjdfntkb ghb,tuf.n r njve bkb byjve cgjcj,e. Òfr, dscjrbq ghjwtyn ytrkbrjd j,sxyj ghbdjlbn r njve, xnj gjkmpjdfntkb bcghfdkz.n jib,rb d pfghjct b hfcibahjdsdf.n f,,htdbfnehs. À djn bcgjkmpjdfybt f,,htdbfnehs dvtcnj gjkyjuj ckjdjcjxtnfybz, bpvtytybt gjhzlrf ckjd, elfktybt b pfvtyf ckjdf j,sxyj bcgjkmpe.ncz gjckt ljdjkmyj-nfrb elfxys[ htpekmnfnjd gjbcrf (rkbrb) lkz njuj, xnj,s gjkexbnm ,jktt njxyst htpekmnfns.

Ñjjnyjitybt rkbrjd b ytrkbrjd dj dnjhjv pfghjct gjpdjkztn edbltnm, yfcrjkmrj gjvjukb gjkmpjdfntk. gthtajhvekbhjdrb. Ïj htpekmnfnfv bccktljdfybz, cfvsvb 'aatrnbdysvb gthtajhvekbhjdrfvb (d ckexft, rjulf gthdsq pfghjc pfrjyxbkcz ytrkbrjv) vj;yj cxbnfnm lj,fdktybt ckjd r pfghjce, bcghfdktybt jib,jr b hfcibahjdrf f,,htdbfnehs. Ýnj kjubxyj, nfr rfr hfcibahjdrf pfghjcf ltkftn tuj njxysv, gjpdjkzz bp,t;fnm ytcrjkmrb[ dfhbfynjd bynthghtnfwbb; f lj,fdktybt ckjdf ce;ftn j,kfcnm gjbcrf c gjvjom. rjyntrcnyjuj enjxytybz. Â ckexft, rjulf gthdsq pfghjc pfrjyxbkcz rkbrjv, cfvsvb 'aatrnbdysvb lkz tuj enjxytybz cnfkb bpvtytybt gjhzlrf ckjd, pfvtyf b lj,fdktybt ckjd.

Åckb chfdybdfnm gthdsq b gthtajhvekbhjdfyysq pfghjcs, rjnjhst j,f pfrjyxbkbcm rkbrjv, nj vj;yj jwtybnm bpvtytybt rfxtcndf dslfxb. Èccktljdfybt gjrfpfkj, xnj rf;lsq gjdnjhysq pfghjc cjghjdj;lfkcz rkbrjv gj ,jktt dscjrjve htpekmnfne, xtv gthdjyfxfkmysq. Â nf,kbwt vj;yj edbltnm, yf crjkmrj gjpbwbq d chtlytv gjlybvfkbcm htktdfynyst gjkmpjdfntkmcrjve pfghjce htpekmnfns b rfrjt dhtvz ghj[jlbkj vt;le gthdsv b dnjhsv pfghjcjv.

Ñgjcj, gthtajhvekbhjdrb

Ñhtlytt dhtvz vt;le pfghjcfvb, c.

Ñhtlytt bpvtytybt gjpbwbq

Çfvtyf ckjdf

73

+ 4

Äj,fdktybt ckjdf

63

+3,2

Ólfktybt ckjdf

33

+3,15

Èpvtytybt gjhzlrf ckjd

85

+2,8

Ðfcibahjdrf f,,htdbfnehs

42

+2

Ólfktybt jrjyxfybz

33

+2

À,,htdbfnehf

35

+1,4

Ècghfdktybt jib,jr

22

+1

Èpvtytybt geyrnefwbb

27

+0,5

Ñfvst pyfxbvst bpvtytybz d gjpbwbz[ htpekmnfnjd gjrfpfkb cktle.obt cgjcj,s gthtajhvekbhjdfybz pfghjcjd: pfvtyf, lj,fdktybt bkb elfktybt ckjd. Â nj dhtvz rfr bpvtytybt geyrnefwbjyys[ pyfrjd vbybvfkmyj dkbztn yf bpvtytybt gjpbwbq htpekmnfnjd.

Èccktljdfybt Analyzing and Evaluating Query Reformulation Strategies in Web Search Logs (pdf).


3
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