Patent Document ID: 8090625
Application ID: 13092439
Patent Flag: 1

Claim One:
1. A computer-implemented method of creating associations between search queries and items, the method comprising: generating a first value that represents a strength of a behavior-based association between a search query and a first item, said behavior-based association based at least partly on item selection actions of users who have submitted the search query, said behavior-based association reflecting a tendency of users who submit the search query to select the first item; generating a second value that represents a strength of a substitutability association between the first item and a second item, said substitutability association based at least partly on an analysis of content of the first and second items; and creating, in computer storage, a mapping that associates the search query with the second item, said mapping created based at least partly on both (1) the detected behavior-based association between the search query and the first item, and (2) the detected substitutability association between the first item and the second item, wherein creating said mapping comprises generating, based at least partly on the first and second values, a third value that represents a strength of an association between the search query and the second item; said method performed in its entirety by a computer system that comprises one or more computers.