A Survey on Privacy Protection in Personalized Web Search

Web search engines are very important part in web life. Web search engines are built for all users and not for any individual user. Generic web search engines cannot identify the different needs of different customers, if user enter improper keyword, ambiguous keywords and lack of users ability to express what they need are some challenges faced by generic engines. We should personalize search results to address this issue. Personalized web search (PWS) is ability to identify different needs of different people who issue the same text query for web search and to carry out data retrieval for each and every user as a part of his interests. In Web searching, user profiles are main source for better retrieval effectiveness but using a user profile to find interest is violation of privacy. To overcome this problem privacy protection is required. Here, we have discussed existing methods for privacy protection and effectiveness in personalized web search.