Algorithms for web personalization

Personalization is a process of gathering, storing and analyzing information about site visitors and delivering the right information to each visitor at the right time. A personalization technique can enable a website to target advertisement, promote products, personalize news feeds, recommend documents, make appropriate advice and target e-mail. In this chapter, an adaptive weight update algorithm based on the standard search engine, using the combination of query refinement, recommender system and user profiles is explored. The algorithm proposed captures and records the user interest with respect to the indicated keywords to the search engine. The user profile is built dynamically on the recorded interests of the user and used as a recommender system to refine the query on further hits by adding additional keywords depending upon the users interest. A dynamic weight update equation is used to