Comparison shopping search engine Become.com has been awarded a patent for their Affinity Index Ranking (AIR). The technology was developed by Rohit Kaul, Yeogirl Yun, and Seong-Gon Kim and analyzes quality points in a nodal network in order to assign relative rank values to links.
“We are extremely pleased about our patent. AIR technology provides a more intuitive ranking that isn’t spammed through keyword stuffing,” says Become’s CEO and founder Michael Yang. “Our shoppers want relevant product information while comparison shopping on Become.com and AIR delivers it.”
AIR aims to give higher position the most relevant pages while avoiding artificial relevancy conveyed by conventional link analysis.
“The web contains a substantial amount of spam, and AIR is effective in suppressing the rank of such pages,” Rohit Kaul explains. “In AIR, a link is an attempt to endorse which is validated only if that incoming link has a higher value; as a result websites using spam techniques such as link-farms are automatically assigned low ranking.”