A Systematic Literature Review of Web Search Personalization

The existing studies have already revealed that the information on the web is increasing rapidly. Ambiguous queries and users’ ability to express their intention through queries have been one of the key challenges in retrieving accurate search results from the search engine. This paper in response explored different methodologies proposed during 2005-2019 by the eminent researchers for obtaining better search results. Some of these methodologies are based on the users’ geographical location while others rely on re-ranking the web results and refinement of the users’ queries. Fellow researchers can use this literature to define the fundamental literature of their work. Furthermore, a brief case study of major search engines like Google, Yahoo, Bing, etc. along with the techniques used by these search engines for personalization is also discussed. Finally, the paper discusses some current issues and challenges related to personalization which further defines the future research directions. © 2021 Bentham Science Publishers.