Existing Trends and Techniques for Web Personalization

In the recent few decades the World Wide Web has become the biggest and most popular way of communication and information dissemination. World Wide Web is a huge repository of web pages and links and the volume of information available on the internet is increasing exponentially as approximately one million pages are added daily. The existence of such abundance of information, in combination with the dynamic and heterogeneous nature of the web, makes web site exploration a difficult process for the average end user. So in spite of the fact that users are provided with more information and service options, the average end users may not get the “right” information only, in what they are interested in. with the explosive growth of the number and the complexity of information resources and the advent of eservices; it has become more difficult to access relevant information from the Web. One of the recent advances throughout this decade has been the evolution of the web personalization to address the requirement of effective web navigation and now the web personalization has become an indispensable tool for both Web-based organizations and for the end users to deal with the content overload. In this paper we highlight a comprehensive overview of the personalization process and various web personalization Techniques and the significance of studying the evolving nature of the Web personalization because most major internet companies are implementing their personalization systems. Since a lot of

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