The size and dynamism of the Web poses challenges for all its stakeholders, which include producers/consumers of content, and advertisers who want to place advertisements next to relevant content. A critical piece of information for the stakeholders is the demographics of the consumers who are likely to visit a given web site. However, predicting…

Research on cognitive modeling of information search and Web navigation emphasizes the importance of "information scent" (the relevance of semantic cues such as link labels and headings to a reader's goal; Pirolli & Card, 1999). This article shows that not only semantic but also structural knowledge is involved in navigating the Web…