Search engines are personalising their results and not only in the SERPS but also in the paid ads arena and for things like Google alerts for example. It’s important to understand why personalisation is difficult, how it works and what future directions are. Without this information it’s very difficult to have a handle on why the things that are happening are happening, and what the changes mean for you and your business.
The tutorial below describes user profile creation, document modeling techniques (including LSI an PLSI) and the use of semantics in personalization. LSI is a reoccurring algorithm which is often misunderstood by the search engine optimisation community. There have been articles and posts which have said that it’s useless and redundant in search engines, and other which have hailed it as the new big thing. Neither of those are correct. LSI is very much alive and well and used in lots of cases. It isn’t a new big thing either it’s been around since the 80′s. This tutorial is really useful for eradicating misconceptions and giving further knowledge about this nifty little algo.