the authors suggest that relevance rank should be informed by click data, but note that “such steps are likely to amplify the search bias toward already popular sites.” In the talk, an audience member also noted that such steps may be susceptible to click spam, which is even easier to do than link spam for those wanting to manipulate search results. Finally, they noted strong recency and 24 hour trends in traffic data, saying that “47% of the clicks at any given time are predicted by the clicks from the previous day at the same time” and that, though the clicks from the previous 3 hours are a strong predictor of clicks for the current hour, after 4 hours, “the requests from the previous day yield higher precision and recall.”

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