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搜索相关性的定义 搜索相关性衡量的是搜索引擎提供的搜索结果与用户的查询和意图的一致程度。 搜索结果的质量可以通过显示的信息与用户期望的匹配程度来确定。
提高搜索相关性和性能涉及语言分析、排名算法和上下文因素。它们可能包括用户行为分析 、位置数据、流行度和搜索历史记录。搜索相关性是影响客户体验的一个重要因素,通过适当地平衡,可以优化搜索以满足企业及其用户的需求。
搜索相关性所使用的算法 搜索相关性由评估、处理、检索和排名信息的复杂算法提供支持。搜索相关性算法用于解读关键词和意图的语义,评估来源的权威性,以及解码参与度、地理位置和个人偏好等信号。
常见的搜索相关算法包括:
TF-IDF(词频-逆文档频率) 用于评估关键词的重要性,并对在目标文档中经常出现但不在其他文档中出现的字词给予奖励。
RankBrain 是 Google 开发的一种 AI 算法,它使用机器学习来解读和处理查询,以便更好地理解用户意图,因为用户意图通常会有细微差别或者模棱两可。
向量空间模型 的工作原理是将文档和查询表示为维度空间中的向量以便进行比较和排名。
潜在语义分析 使用统计方法处理相关字词和短语,以此来识别字词之间的潜在关系。
自然语言处理 (NLP) 是一种机器学习方法,有助于搜索引擎更好地理解搜索中使用的人类语言的上下文和语义。
搜索相关性的关键因素 搜索相关性的关键因素包括从关键词密度到参与度指标等各种信号。搜索引擎会抓取内容和链接、收集数据和编入索引,并为每个页面分配相关性,从而根据大量标准对结果进行评分、排序和排名,然后搜索引擎会剖析关键词和语音的上下文,以提供搜索者真正想要寻找的内容。
搜索相关性的关键因素包括:
文本分析和关键词相关性 将查询词与文章、页面、文档和产品列表的内容进行匹配的过程对于建立相关性至关重要。由于自然语言措辞、同义词、词语变体、拼写错误、地区性拼写变体和语音拼写(这仅仅列举了一小部分)的复杂性,这项工作变得更加复杂。内容质量 根据对可信度和准确性的评估结果,权威内容的排名往往更高。新鲜度也很重要,最新的内容会被认为与某些查询的相关性更高。词加权 在确定哪些关键词应该优先考虑时,系统会为每个词分配数值,这些值对于结果的准确性至关重要。用户意图 算法有助于确定用户的真正目的,同时处理显式搜索查询及其背后的语义上下文。个性化和本地化 上下文相关性支持搜索引擎根据用户特定的因素(包括地理位置、语言、设备类型以及浏览和搜索历史)来定制结果。用户参与度指标 点击率有助于衡量用户参与度。没有结果的搜索和/或没有点击的搜索可以让您深入了解用户对搜索结果的满意度。
搜索相关性的重要性 搜索相关性对于用户满意度非常重要。如果用户能够快速有效地找到他们想要寻找的信息,这将极大地改善他们的体验。根据您的业务,这可能意味着有更多的购物者转化为客户,更多的临时浏览者转化为长期读者或消费者,或者更多的团队成员能够完成任务并做出重要决策。
43% 的用户 1 在浏览网站时会直接使用搜索栏,并且转化的可能性是非搜索者的三倍。对于企业来说,搜索通常是与潜在顾客或客户互动的第一要点。因此,这对于建立用户信任、提升参与度和收入至关重要。在内部,简化相关信息的交付可以节省时间和精力。
搜索相关性较低会让人感觉挫败,用户可能会因此放弃某个网站,转而在其他渠道上进行查询,并且再也不会回头。对于线上零售商来说,这意味着购物者会因找不到想要寻找的产品而流失。提供相关的结果有助于提高转化率并带来更多的收入。线上零售商还可以从搜索驱动型电子商务体验 中受益,这些体验可以增加购物车中的商品,例如“其他购物者也购买了”或“类似商品”标签。
对于制作内容的企业来说,更高的搜索相关性意味着更高的可见性和更广泛的受众范围。对于研究人员、医生、学生和专业人士来说,结果准确有助于更好地工作。
如何评估和衡量搜索相关性 每个搜索者的需求和意图各不相同。准确或系统地衡量相关性是一项挑战。行业基准提供了一些指导,例如基准 IR (BEIR),这是一个经过预先训练的转换器,用于评估排名系统所用的信息检索方法。例如,MS-MARCO(微软机器阅读理解),它是 BEIR 基准测试的一部分,该基准测试使用问答数据集来评估搜索的效率。虽然这指示了搜索相关性,但不存在绝对的评分方法。
深入了解搜索效果的一种方法是寻找用户行为趋势,并不断寻求改进它们的增量方法。
搜索有效性 可以通过输入、重新输入和修改搜索词的次数来衡量,用户需要借助这些搜索词来找到正确的信息。搜索效率 是指用户为查找所需信息所付出的全部努力。两者都提供了了解整体搜索相关性的窗口。您还可以通过搜索分析 了解用户搜索的频率、搜索的内容以及是否找到了这些内容。
召回率 是检索到的相关记录与相关记录总数的比值。精确率 是与不相关记录相比,相关结果与相关记录总数的比率。虽然召回率和精确度是关键的衡量标准,但它们通常需要一定程度的人工评估和监督才能进行评估,这可能会带来高昂的成本。通过调查或互动按钮收集用户反馈,可以让我们以较低的成本了解用户如何看待搜索结果的相关性。
搜索者行为指标提供了间接且含蓄的相关性判断。其中一个有价值的量化指标是点击率 (CTR) ,它衡量的是用户在浏览结果后点击的百分比。CTR 越大表示相关性越高。停留时间 是另一个关键指标,是指用户在点击搜索结果链接后在页面中停留的时间,停留时间越长,表明内容的相关性越高,质量也更好。另一方面,没有互动就离开页面的用户百分比(称为跳出率 )则表明内容没有达到预期。
提高搜索相关性的方法 提高搜索相关性是一个持续的过程。除了采用最新的机器学习算法、自然语言处理功能 和实体识别之外,下面提供一些方法,可以随着时间的推移提高搜索相关性:
扩展查询理解 要扩大搜索结果的范围,请扩展通过定义和范围连接的相关字词或关键词同义词(即与搜索词含义相同或相似的单词或短语)的查询理解。此外,还要扩展以包括部分匹配结果,也就是没有全部匹配,而是与查询的某些部分相匹配的结果。还可以使用自动语言检测来推荐与先前搜索相似的文本。提高错别字容忍度 提高错别字容忍度意味着即使存在错别字,用户仍然可以获得所需的结果。容忍错别字可以使搜索更加顺畅,因为用户不必重新输入查询。与其依赖于完全匹配,不如改进自动更正和拼写检查功能,从而提高对拼写错误和错别字的容忍度。您还可以使用“您的意思是不是?”功能来推荐替代方案和更正搜索词。分面搜索和筛选器 分面搜索(也称为智能筛选器)可帮助用户缩小搜索范围。分面搜索和筛选器在包含大量信息的网站上用处最大。自动检测筛选器或使用户能够根据位置、主题、价格、类别和日期等相关属性缩小搜索结果范围。支持个性化 根据用户偏好、位置、搜索和购买历史记录以及行为自定义结果可增强相关性。可以通过提高最相关的搜索的排名来为用户定制结果。个性化也是预测性搜索的关键部分,可通过用户过去的搜索来预测他们未来的需求。利用用户反馈 鼓励用户提供有关结果质量的反馈有助于搜索引擎学习和改进。用户反馈是衡量搜索相关性的最佳指标。利用反馈可以让您的搜索引擎不断得到改进。优化用户体验 通过移除过时的页面、重复的内容、未使用过的关键词或标签以及断开的链接,清理您的网站。简化您的用户体验设计,比如使搜索栏易于查找并且使用起来非常直观。构建您的网站,以确保搜索引擎可以更有效地抓取和索引您的内容。优先展示高价值网站区域 要显示对用户最有价值的内容,请衡量您网站的优质内容区域(包括具有最高参与度、权威性、反向链接和转化率的页面)的结果。
搜索相关性的挑战和限制 消除低质量的搜索结果是一个令人沮丧的过程,而且解决方案并不总是透明的。在解释具有多种含义的查询时,总会存在固有的歧义。在没有太多其他依据的情况下解读真实意图一门不完美的学问。真正相关的搜索是一个认知迷宫,即使是最先进的 AI 也无法解决。
为了跟上时代的步伐,搜索引擎必须迅速适应世界上每一秒钟因不断变化的语言、方言、俚语和地区性细微差别而产生且不断增长的内容海洋。尽管个性化搜索结果对相关性贡献很大,但它们也会产生泡沫,从而限制人们接触不同的视角。
对于组织而言,优化搜索相关性通常会让人感到困惑。向用户提供相关搜索结果的微小时间窗口似乎一直在缩小。
搜索相关性的未来发展趋势 目前,有一些先进的搜索方法可以帮助显著提高搜索相关性。
语义搜索 用于解释用户查询的含义,它使用上下文来响应用户的意图,而不是逐字搜索。向量搜索 通常用于语义搜索,通过利用近似最近邻 (ANN) 算法来查找相似数据,从而生成相关性更高的结果。混合搜索 同时使用支持向量的搜索方法和关键词搜索方法。
随着这些搜索类型的发展,搜索相关性指标也将发生变化,以便将它们的影响纳入考量。其他技术创新也将影响搜索相关性的未来。
在文化和企业的几乎每个领域,AI 搜索引擎有望帮助组织以更少的人力大幅提高搜索相关性。AI 将实现自动同义词检测、从指标和反馈中自我学习的排名算法,以及实时用户活动跟踪等功能,这些功能可以在客户提出要求之前预测他们想要什么。
在电子商务领域,能够处理图片和视频视觉信息的智能多语言搜索栏将彻底改变购物方式,它能够通过准确的颜色、品牌和尺寸向客户推荐他们真正想要的产品,从而避免数小时的滚动。精确的语音搜索将会激增。随着精确度的提高,生成式 AI 将为查询生成高度相关的上下文答案,并提供具体的、更有用的建议,而不是一个结果列表。机器学习已经开辟了一个广阔的搜索相关性新领域 。
搜索相关性常见问答 借助自然语言处理 和机器学习 ,搜索引擎可依赖搜索算法分析和排序关键词匹配项、内容质量、用户意图、上下文、语义、用户行为和参与度指标等信息,以此来确定相关性。
搜索相关性 可以在查询级别或索引级别进行调整。允许更广泛的查询理解有助于产生更好的结果。在索引级别,可以通过使用更多数据集训练模型来微调搜索相关性。
机器学习和 AI 在提高搜索相关性方面发挥什么作用? 机器学习 和 AI 通过更准确地理解用户意图来提高搜索相关性。它使用嵌入通过上下文和最近邻算法 (NNA) 来识别用户意图,从而产生更相关的结果。ML 和 AI 用于向量和语义搜索引擎,有时会在混合搜索引擎中搭配使用,以更有效地处理复杂或模棱两可的语言和查询,并打造个性化搜索结果。
个性化 会根据单个用户的偏好、行为和地理位置定制搜索结果,增加提供满足其期望、与其相关且有意义的内容的可能性。