WO2008069470A1

WO2008069470A1 - Method for offering search result of query and system for executing the method

Info

Publication number: WO2008069470A1
Application number: PCT/KR2007/005724
Authority: WO
Inventors: Wu Sic Wee; Tae Il Kim; Kyung Sun Ko; Hye Jung Roh
Original assignee: Nhn Corporation
Priority date: 2006-12-05
Filing date: 2007-11-15
Publication date: 2008-06-12
Also published as: KR100842039B1; KR20080051440A

Abstract

A method of offering a search result of a user query and a system for executing the method are provided. The method of offering the search result of the user query includes the steps of: storing and maintaining an association history of a plurality of continuously-entered user queries; and offering the search result of the entered user query by using the association history.

Description

METHOD FOR OFFERING SEARCH RESULT OF OUERYAND SYSTEM FOR EXECUTING THE METHOD

Technical Field The present invention relates to a method of offering a search result of a user query and a system for executing the method, and more particularly, to a method and system for enhancing a search result of a user query and increasing an advertising effect.

Background Art Keyword advertisement is a form of advertisement displayed in a search result page when a user performs a search using a search string containing a keyword which an advertiser has purchased. For example, when a user searches for a keyword related to "removal," an advertisement related to the term "removal" such as "packing removal," "removal center," and the like is shown on the results page. The keyword advertisement is different from a banner advertisement that targets random individuals since the keyword advertisement is shown to only people searching for a specific product of interest. Since the keyword advertisement tends to show advertisement contents to only the people having interest in the specific product or a specific item, the keyword advertisement tends to be more effective means of advertisement, e.g., increase the click rate of the advertisement.

There is a Sub Phrase Match (SPM) as a methodology of increasing an advertising effect by inducing much traffic for the keyword advertisement. Specifically, even though an entered user query does not accurately correspond to a keyword of the keyword advertisement, the SPM may offer the keyword advertisement and induce much traffic to an advertiser.

For example, in the case of a keyword advertisement using a keyword 'imported car', the keyword advertisement using the keyword 'imported car' is exposed to a user query accurately corresponding to the keyword such as 'importedcar' and 'imported car', an enhanced user query such as 'used imported car' and 'imported car agency' in which a different keyword is added before and after the same keyword, and an enhanced user query such as 'imported used car' and 'imported used car sale' in which a different keyword is added to a middle of a term. Accordingly, the advertising effect may be increased by inducing much traffic for the keyword advertisement.

There is a method of deleting a keyword having a low weight in the user query and offering a search result via remaining keywords as a conventional art for the SPM.

For example, in the case of a user query 'antique sofa', the method of offering the search result according to the conventional art deletes a keyword 'antique' having the low weight, and offers the search result of 'sofa', thereby inducing traffic of the keyword advertisement.

However, since the method of offering the search result according to the conventional art randomly excludes a word having the low weight based on a value calculated between each word, the method offers a wide-range search result regardless of a user's intention and a user has an inconvenience of performing a search again.

For example, in the case of performing the search in order to find 'antique sofa' as described in the above example, a range of the search result of 'sofa' is very wide when

'antique' is eliminated and the search result is generated via 'sofa'. Accordingly, the search result associated with 'antique sofa' may not be exposed on a web page exposing limited advertisements.

Also, since the method of offering the enhanced search result according to the conventional art may offer the keyword advertisement for the user query including a negative word, a negative advertising effect is generated. For example, when a keyword 'bad' is eliminated from a user query 'bad used car store', and the search result is offered via 'used car store', a user may feel a negative image for the keyword advertisement included in the search result.

Disclosure of Invention Technical Goals

The present invention provides a new technology of a method of offering a search result of a user query and a system for executing the method.

The present invention also provides a method of offering a search result of a user query and a system for executing the method which can analyze the user query, identify an association between each query, and offer an enhanced search result in accordance with a user's intention, thereby inducing traffic of a keyword advertisement and increasing an advertising effect. The present invention also provides a method of offering a search result of a user query and a system for executing the method which can verify a user query including a negative word and not enhance the search result for the user query, thereby preventing a negative advertising effect. The present invention also provides a method of offering a search result of a user query, and a system for executing the method which can eliminate a specific symbol word from the user query including the specific symbol word, and generate and offer the search result, thereby exposing an advertisement associated with the user query including the specific symbol word.

Technical solutions

According to an aspect of the present invention, there is provided a method of offering a search result of a user query, the method including the steps of: storing and maintaining an association history of a plurality of continuously-entered user queries; and offering the search result of the entered user query by using the association history.

In an aspect of the present invention, the step of storing and maintaining includes the steps of: determining whether an association between the plurality of user queries exists; and associating, with each other, the plurality of user queries with the association being determined to exist and storing the associated plurality of user queries as the association history.

In an aspect of the present invention, the step of determining includes the steps of: receiving and storing a first user query; and determining whether the association exists based on whether a continuously-entered second user query corresponds to a subset of the first user query. In an aspect of the present invention, the step of offering includes the steps of: verifying whether an entered first user query exists in the association history; verifying whether a second user query to which the first user query may refer exists when the first user query exists in the association history; and generating and offering the search result via the second user query when the second user query exists. According to another aspect of the present invention, there is provided a search system for offering a search result of a user query, the system including: an association history maintenance component configured to store and maintain an association history of a plurality of continuously-entered user queries; and a search result offering component configured to offer the search result of the entered user query by using the association history.

Brief Description of Drawings

FIG. 1 illustrates an example for describing a method of offering a search result according to an exemplary embodiment of the present invention;

FIG. 2 is a flowchart illustrating a method of offering a search result according to an exemplary embodiment of the present invention; FIG. 3 is a flowchart illustrating a method of determining whether an association between a plurality of user queries exists according to an exemplary embodiment of the present invention;

FIG. 4 is a flowchart illustrating a method of offering a search result by using an association history according to an exemplary embodiment of the present invention; FIG. 5 illustrates an example of search results of a user query including a negative word according to an exemplary embodiment of the present invention;

FIG. 6 is a block diagram illustrating an internal configuration of a search system according to an exemplary embodiment of the present invention; and

FIG. 7 is a block diagram illustrating an internal configuration of an association determination component according to an exemplary embodiment of the present invention.

Best Mode for Carrying Out the Invention

Reference will now be made in detail to embodiments of the present invention, examples of which are illustrated in the accompanying drawings, wherein like reference numerals refer to the like elements throughout. The embodiments are described below in order to explain the present invention by referring to the figures.

The present invention relates to a method of offering an enhanced search result in accordance with a user's intention, controlling an advertisement exposure of a user query including a negative word, and offering a search result other than a specific symbol word.

FIG. 1 illustrates an example for describing a method of offering a search result according to an exemplary embodiment of the present invention.

A search system 101 offers, for a user terminal 102, a search result of a user query 'Nike shoes store' 104 entered via a search page 103 in the user terminal 102. In this instance, the search system 101 may store and maintain the user query 104. When a user of the user terminal 102 verifying the search result of the user query 104 may not acquire desired information in the search result, the user may enter, via the user terminal 102, a user query 'Nike shoes' 105 performing a search in a range wider than the user query 104, and the search system 101 generates the search result of the user query 105 entered via the search page 103 and offers the search result for the user terminal 102.

As described above, the search system 101 may verify an association between the user queries 104 and 105 being continuously entered in the same user terminal 102, associate, with each other, the user queries 104 and 105 having the association as an association history 106, and store and maintain the associated user queries 104 and 105 in a database 107.

The association history 106 may be used for the user query 104 entered via another user terminal 108. Specifically, when the user query 104 is entered via the user terminal 108, the search system 101 may search for the association history 106 of the database 107, verify the user query 105 to which the user query 104 refers, and generate and offer the search result using the user query 105.

The association history 106 may be used for only the user query having a association degree greater than or equal to a predetermined association degree by measuring the association degree of establishing, as a parameter, a number of generations of the user queries, and may be also used for a plurality of user queries besides the two user queries described above.

For example, when three user queries 'Nike shoes store', 'Nike shoes', and 'Nike' are continuously entered, it may be set so that 'Nike shoes store' may refer to 'Nike shoes', and 'Nike shoes' may refer to 'Nike¹.

As described above, since much traffic of a keyword advertisement may be induced by enhancing the search result of the user query and the search result is enhanced reflecting a user's intention, an accurate search result may be offered.

The method of offering the search result according to the present invention is described in detail with reference to FIG. 2 through FIG. 5.

FIG. 2 is a flowchart illustrating a method of offering a search result according to an exemplary embodiment of the present invention.

In operation S210, a search system for offering the search result stores and maintains an association history of a plurality of continuously-entered user queries. Specifically, the method may analyze the plurality of continuously-entered user queries such as the above-described example, 'Nike shoes store' and 'Nike shoes', identify an association between the plurality of user queries, and store and maintain the associated plurality of user queries as the association history. For this, as illustrated in FIG. 2, operation S210 may include operation S211 and operation S212.

In operation S211, the search system determines whether an association between the plurality of user queries exists. This is not simply for the plurality of continuously-entered user queries as the association history, but this is for identifying that a user is unsatisfied with the search result and makes an attempt to search again. Specifically, operation S211 may be an operation of determining whether the plurality of continuous user queries has the association with each other. Operation S211 is described in detail with reference to FIG. 3.

In operation S212, the search system associates, with each other, the plurality of user queries with the association being determined to exist and stores the associated plurality of user queries as the association history. Specifically, the search system may determine, using existence of the association, that the user does not acquire the desired search result via an initial user query, enters a new user query having a wide range, and performs the search again. Also the search system may associate, with each other, the initial user query and the new user query, and may store the initial user query and the new user query as the association history.

In operation S220, the search system maintains a predetermined special character list. This is for extensively offering the keyword advertisement by maintaining the special character list, that is, a list of special characters unused in the keyword advertisement. For example, 'baseball bat +//' including the special characters such as '+' and V is unused in the keyword advertisement, the search system may eliminate the special characters and offer the search result of 'baseball bat', thereby enhancing an offer range of the keyword advertisement. In operation S230, the search system offers the search result of the entered user query by using the association history. In operation S230, when the user query includes the special character, the search system may first verify whether the user query includes the special character included in the special character list. When the user query includes the special character, the search system may eliminate the special character and offer the search result of the user query.

When the user query excludes the special character, the search system may offer the search result by using association history. As described above, a method of offering the search result by using the association history is described in detail with reference to FIG. 4.

FIG. 3 is a flowchart illustrating a method of determining whether an association between a plurality of user queries exists according to an exemplary embodiment of the present invention. As illustrated in FIG. 3, operation S211 described with reference to FIG. 2 may include operation S310 and operation S320. In operation S310, a search system receives and stores a first user query. In this instance, the first user query may denote one user query of all user queries entered in the search system. Specifically, the search system may determine whether an association between the one user query of the all user queries and the continuously- entered user query exists. In operation S320, the search system determines whether the association exists based on whether a continuously-entered second user query corresponds to a subset of the first user query. Specifically, when the second user query corresponds to the subset of the first user query, the search system may determine that the association between the first user query and the second user query exists. For this, as illustrated in FIG. 3, operation S320 may include operation S321 to operation S323.

In operation S321, the search system extracts a keyword from the second user query. This results from a fact that the subset does not exist when directly comparing the second user query and the first user query when keywords of the second user query are included in the first user query according to different sequences. For example, when the first user query is 'imported used car' and the second user query is 'imported car', the first user query excludes the second user query from the subset.

In operation S322, the search system verifies whether the first user query includes the keyword. When the first user query includes the keyword, the search system performs operation S323, and when the first user query excludes the keyword, the search system performs operation S220 described with reference to FIG. 2. Specifically, when the first user query excludes the keyword, the search system determines that the association between the first user query and the second user query does not exist, does not store the association history, and performs subsequent operation S220.

In operation S323, when the first user query includes the keyword, the search system determines that the association exists. Specifically, when the first user query includes the keyword of the second user query entered continuously after the first user query, the search system may determine the second user query as the subset of the first user query, and determine that the association exists. Also, the search system may associate the first user query and the second user query with each other and store the associated user queries as the association history, similar to operation S212 described with reference to FIG. 2.

In this instance, the association history includes data being associated with each other and being stored so that a first-entered first user query of the plurality of user queries may refer to a subsequently-entered second user query.

Also, the association history includes an association degree of establishing, as a parameter, a number of generations of the plurality of user queries with the association being determined to exist, and when the association degree is greater than or equal to a predetermined value, the search system may use the association history. Specifically, when using the association degree, the association history may be set to be used when the association degree is greater than or equal to the value. FIG. 4 is a flowchart illustrating a method of offering a search result by using an association history according to an exemplary embodiment of the present invention.

In operation S401, a search system receives a first user query. Specifically, the search system may receive a user query as the first user query from a user terminal.

In operation S402, the search system verifies whether a negative word list includes a term included in the first user query. When the negative word list excludes the term, the search system performs operation S403, and when the negative word list includes the term, the search system performs operation S406. In operation S403, the search system verifies whether the first user query exists in the association history. When the first user query exists in the association history, the search system performs operation S404, and when the first user query does not exist in the association history, the search system performs operation S406. In operation S404, the search system verifies whether a second user query to which the first user query may refer exists. When the second user query exists, the search system performs operation S405, and when the second user query does not exist, the search system performs operation S406.

In operation S405, the search system generates and offers the search result via the second user query when the second user query exists. Specifically, when the first user query exists in the association history and the second user query to which the first user query existing in the association history may refer exists, the search system may generate and offer the search result via the second user query.

As described above, it is possible to extensively offer the search result excluded in the first user query in accordance with a user's intention and offer the search result by using the second user query including a range wider than the first user query.

Specifically, the search system may offer an accurate search result for the user by enhancing the search result in accordance with the user's intention, and may provide an advertiser with a great advertising effect by inducing traffic of the keyword advertisement.

Also, when enhancing the search result, the search system may offer the search result in accordance with the user's intention by measuring and using the above- described association degree between the user queries.

In operation S406, the search system generates and offers the search result via the first user query. Specifically, when the first user query does not exist in the association history or the second user query to which the first user query may refer does not exist, the search system may generate and offer the search result via the first user query.

Also, since the keyword advertisement of the enhanced search result may acquire a negative advertising effect when the negative word list includes the term included in the first user query, the search system may solve this problem by generating and offering the search result via the first user query. FIG. 5 illustrates an example of search results of a user query including a negative word according to an exemplary embodiment of the present invention.

Reference number 510 and 520 are examples of search results 512 and 522 of user queries 511 and 521 including the negative words. As illustrated in the user query 'bad used car store' 511, 'bad' has a negative image. As illustrated in the search result 512, a method of offering an enhanced search result may offer a keyword advertisement for the user query including the above-described negative word. The offered keyword advertisement may provide the user with the negative image.

The user query 'bad-quality Sunchang hot pepper paste' 521 includes a term having the negative image such as 'bad-quality' similar to the above example. This may also provide the negative image for the keyword advertisement including the search result 522.

In order to solve the above-described problem, the method of offering the enhanced search result may limit an exposure of the keyword advertisement by identifying the negative word in advance. Specifically, as described above, the problem may be solved by ignoring the association history for the user query including the negative word and offering the search result directly using the user query.

In this instance, the negative word list includes only a lexical vocabulary, and the negative word may be determined by extensively applying the negative word list to the negative word. For example, the negative word list includes only 'bad', and is extensively applied to terms 'being bad', 'was bad', 'is bad', and the like included in the user query, thereby reducing a size of the negative word list and reducing costs for generating and maintaining the negative word list.

As described above, the method of offering the search result according to the present invention may analyze the user query, identify the association between each query, and offer the enhanced search result in accordance with the user's intention, thereby inducing traffic of the keyword advertisement and increasing the advertising effect.

Also, the method may identify the user query including the negative word and may not enhance the search result of the user query, thereby preventing the negative advertising effect from being generated. Also, the method may eliminate the specific symbol word from the user query including the specific symbol word, and generate and offer the search result, thereby exposing an advertisement associated with the user query including the specific symbol word.

FIG. 6 is a block diagram illustrating an internal configuration of a search system 600 according to an exemplary embodiment of the present invention. As illustrated in FIG. 6, the search system 600 for offering the search result may include an association history maintenance component 610 and a search result offering component

620.

The association history maintenance component 610 stores and maintains an association history of a plurality of continuously-entered user queries. In this instance, the association history maintenance component 610 may determine whether an association between the plurality of user queries exists, and store the plurality of associated continuous user queries as the association history. For this, the association history maintenance component 610 may include an association determination component 611 and an association history storage component 612. The association determination component 611 determines whether an association between the plurality of user queries exists. Specifically, the association determination component 611 may determine, for each two continuous user queries, whether the association exists, and the association determination component 611 is described in detail with reference to FIG. 7. The association history storage component 612 associates, with each other, the plurality of user queries with the association being determined to exist and stores the associated plurality of user queries as the association history. In this instance, the association history includes data being assockted with each other and being stored so that a first-entered first user query of the plurality of user queries may refer to a subsequently-entered second user query.

The association history includes an association degree of establishing, as a parameter, a number of generations of the plurality of user queries with the association being determined to exist, and when the association degree is greater than or equal to a predetermined value, the search result may be offered using the association history. Specifically, each time an identical association history is generated, the number of generations is associated with the association history as the association degree and is stored, thereby being used for subsequently enhancing the search result. Accordingly, the search result may be enhanced in accordance with the user's intention.

The search result offering component 620 offers the search result of the entered user query by using the association history. In this instance, the search result offering component 620 may verify, via the association history, another user query to which the user query refers, and offer the enhanced search result by using the other user query. For this, as illustrated in FIG. 6, the search result offering component 620 may include an association history verification component 621, a reference user query verification component 622, and an enhanced search result offering component 623.

The association history verification component 621 verifies whether an entered first user query exists in the association history. Specifically, the association history verification component 621 verifies whether a user query identical to the first user query exists, the identical user query being stored and maintained by the association history maintenance component 610.

The reference user query verification component 622 verifies whether a second user query to which the first user query may refer exists when the first user query exists in the association history. Specifically, the reference user query verification component 622 verifies whether the second user query to which the first user query may refer exists when the first user query exists in the association history, thereby determining whether the user query enhancing the search result of the first user query exists.

The enhanced search result offering component 623 generates and offers the search result via the second user query when the second user query exists. Specifically, the search result may be enhanced in accordance with the user's intention via the second user query including a range wider than the first user query. In this instance, the above-described association degree may be measured and used in order to reflect the user's intention significantly. Specifically, when a user does not find the satisfactory search result of the identical user query and performs a search again, the number of generations of the plurality of user queries in this case is measured as the association degree and is used, thereby offering the enhanced search result in accordance with the user's intention.

Also, the search result offering component 620 may include an exposure control component (not illustrated) configured to offer a search result associated with an advertisement from among the search result via the first user query when a predetermined negative word list includes a keyword included in the first user query.

As described above, since the enhanced search result offers the enhanced keyword advertisement when the entered first user query includes a negative word, there is a problem that a negative image of the keyword advertisement is generated.

However, the problem may be solved by limiting an exposure of the keyword advertisement of the user query including the negative word via the negative word list.

FIG. 7 is a block diagram illustrating an internal configuration of an association determination component 611 according to an exemplary embodiment of the present invention. As illustrated in FIG. 7, the association determination component 611 described with reference to FIG. 6 may include a first user query storage component 701 and a subset correspondence determination component 702.

The first user query storage component 701 receives and stores a first user query. In this instance, the first user query may be one user query of all user queries entered in the search system 600.

The subset correspondence determination component 702 determines whether the association exists based on whether a continuously-entered second user query corresponds to a subset of the first user query. In this instance, the subset correspondence determination component 702 determines that the association exists when the second user query corresponds to the subset of the first user query by extracting a keyword from the second user query and verifying whether the first user query includes the keyword.

Specifically, when the first user query includes all keywords of the second user query, the second user query may be determined as the subset of the first user query. As described above, the search system according to the present invention may analyze the user query, identify an association between each query, and offer an enhanced search result in accordance with a user's intention, thereby inducing traffic of a keyword advertisement and increasing an advertising effect.

Also, the search system according to the present invention may verify a user query including a negative word and not enhance the search result for the user query, thereby preventing a negative advertising effect. Also, the search system according to the present invention may eliminate a specific symbol word from the user query including the specific symbol word, and generate and offer the search result, thereby exposing an advertisement associated with the user query including the specific symbol word.

The exemplary embodiments according to the present invention may be recorded in computer-readable media including program instructions to implement various operations embodied by a computer. The media may also include, alone or in combination with the program instructions, data files, data structures, and the like. The media and program instructions may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer- readable media include magnetic media such as hard disks, floppy disks, and magnetic tape; optical media such as CD ROM disks and DVD; magneto-optical media such as optical disks; and hardware devices that are specially configured to store and perform program instructions, such as read-only memory (ROM), random access memory (RAM), flash memory, and the like. Examples of program instructions include both machine code, such as produced by a compiler, and files containing higher level code that may be executed by the computer using an interpreter. The described hardware devices may be configured to act as one or more software modules in order to perform the operations of the above-described exemplary embodiments of the present invention. According to the present invention, there is provided a method of offering a search result of a user query and a system for executing the method which can analyze the user query, identify an association between each query, and offer an enhanced search result in accordance with a user's intention, thereby inducing traffic of a keyword advertisement and increasing an advertising effect. Also, according to the present invention, there is provided a method of offering a search result of a user query and a system for executing the method which can verify a user query including a negative word and not enhance the search result for the user query, thereby preventing a negative advertising effect.

Also, according to the present invention, there is provided a method of offering a search result of a user query and a system for executing the method which can eliminate a specific symbol word from the user query including the specific symbol word, and generate and offer the search result, thereby exposing an advertisement associated with the user query including the specific symbol word.

The foregoing descriptions of specific embodiments of the present invention have been presented for purposes of illustration and description. They are not intended to be exhaustive or to limit the invention to the precise forms disclosed, and obviously many modifications and variations are possible in light of the above teaching. Therefore, it is intended that the scope of the invention be defined by the claims appended thereto and their equivalents.

Although a few embodiments of the present invention have been shown and described, the present invention is not limited to the described embodiments. Instead, it would be appreciated by those skilled in the art that changes may be made to these embodiments without departing from the principles and spirit of the invention, the scope of which is defined by the claims and their equivalents.

Claims

1. A method of offering a search result of a user query, the method comprising the steps of: storing and maintaining an association history of a plurality of continuously- entered user queries; and offering the search result of the entered user query by using the association history.

2. The method of claim 1, wherein the step of storing and maintaining comprises the steps of: determining whether an association between the plurality of user queries exists; and associating, with each other, the plurality of user queries with the association being determined to exist and storing the associated plurality of user queries as the association history.

3. The method of claim 2, wherein the step of determining comprises the steps of: receiving and storing a first user query; and determining whether the association exists based on whether a continuously- entered second user query corresponds to a subset of the first user query.

4. The method of claim 3, wherein the step of determining whether the association exists based on whether the continuously-entered second user query corresponds to the subset of the first user query comprises the steps of: extracting a keyword from the second user query; and determining that the association exists when the first user query includes the keyword.

5. The method of claim 2, wherein the association history includes data being associated with each other and being stored so that a first-entered first user query of the plurality of user queries may refer to a subsequently-entered second user query.

6. The method of claim 2, wherein the association history includes an association degree of establishing, as a parameter, a number of generations of the plurality of user queries with the association being determined to exist, and when the association degree is greater than or equal to a predetermined value, the search result is offered using the association history.

7. The method of claim 1, wherein the step of offering comprises the steps of: verifying whether an entered first user query exists in the association history; verifying whether a second user query to which the first user query may refer exists when the first user query exists in the association history; and generating and offering the search result via the second user query when the second user query exists.

8. The method of claim 7, wherein the step of offering further comprises the step of: offering a search result associated with an advertisement from among the search result via the first user query when a predetermined negative word list includes a term included in the first user query.

9. The method of claim 1, further comprising the steps of: maintaining a predetermined special character list, wherein the step of offering comprises the steps of: verifying whether the user query includes a symbol word included in the special character list; and eliminating the symbol word when the user query includes the symbol word.

10. A computer-readable recording medium storing a program for implementing the method according to any one of claims 1 through 9.

11. A search system for offering a search result of a user query, the system comprising: an association history maintenance component configured to store and maintain an association history of a plurality of continuously-entered user queries; and a search result offering component configured to offer the search result of the entered user query by using the association history.

12. The system of claim 11, wherein the association history maintenance component comprises: an association determination component configured to determine whether an association between the plurality of user queries exists; and an association history storage component configured to associate, with each other, the plurality of user queries with the association being determined to exist and store the associated plurality of user queries as the association history.

13. The system of claim 12, wherein the association determination component comprises: a first user query storage component configured to receive and store a first user query; and a subset correspondence determination component configured to determine whether the association exists based on whether a continuously-entered second user query corresponds to a subset of the first user query.

14. The system of claim 12, wherein the association history includes data being associated with each other and being stored so that a first-entered first user query of the plurality of user queries may refer to a subsequently-entered second user query.

15. The system of claim 12, wherein the association history includes an association degree of establishing, as a parameter, a number of generations of the plurality of user queries with the association being determined to exist, and when the association degree is greater than or equal to a predetermined value, the search result is offered using the association history.

16. The system of claim 11, wherein the search result offering component comprises: an association history verification component configured to verify whether an entered first user query exists in the association history; a reference user query verification component configured to verify whether a second user query to which the first user query may refer exists when the first user query exists in the association history; and an enhanced search result offering component configured to generate and offer the search result via the second user query when the second user query exists.

17. The system of claim 16, wherein the search result offering component further comprises: an exposure control component configured to offer a search result associated with an advertisement from among the search result via the first user query when a predetermined negative word list includes a keyword included in the first user query.