Search engine is a very useful tool for almost everyone nowadays. People use search engine for the purpose of searching about their personal finance, restaurants, electronic products, and travel information, to name a few. As helpful as search engines are in terms of providing information, they can also manipulate people behaviors because most people trust online information without a doubt. Furthermore, ordinary users usually only pay attention the highest-ranking pages from the search results. Knowing this predictable user behavior, search engine providers such as Google and Yahoo take advantage and use it as a tool for them to generate profit. Search engine providers are enterprise companies with the goal to generate profit, and an easy way for them to do so is by ranking up particular web pages to promote the product or services of their own or their paid customers. The results from search engine could be misleading. The goal of this project is to filter the bias from search results and provide best matches on behalf of users’ interest.
Lau, Wing, "Intelligent Personalized Searching" (2013). Master's Projects. 292.