1. A computer-implemented system for executing multiple search queries based on a common query to improve the relevance of search results returned by an electronic search engine in response to the common query, the system useful in an online store serving web pages offering a plurality of products, the system for processing and responding to the common query on behalf of a user via a network device requesting product information, the system comprising: a non-transitory computer storage media containing a product index defining product information of the plurality of products as web page content; the product information including a master record representing a generic product having generic descriptive metadata of the product and a default image representing all individual products contained in respective variant records, a plurality of the variant records such that each variant record represents an individual product of said all individual products and has variant descriptive metadata and a respective variant image different from the default image and different from respective other variant images of the plurality of variant records, said each variant record being associated with the master record by a respective child relationship link defined between the master record and said each variant record, the variant descriptive metadata containing attribute data of the product not listed in the generic descriptive metadata; wherein the product index is searchable using the search engine; and a computer coupled to the computer storage and comprising a non-transitory computer-readable medium that, when executed by the computer, causes the computer to: receive the common query requesting the product information by the computer from the user over the Internet, the common query having a query term including at least a portion of the generic descriptive metadata; compare the query term by the computer with the product index to determine a match between the query term and a selected master record of the product index; identify by the computer the plurality of the variant records associated with the selected master record by the respective child relationship links; obtain by the computer the attribute data from the variant metadata from multiple records of the plurality of variant records in order to identify a plurality of variant images from the plurality of variant records; modify by the computer the query term by augmenting the query term via the product service module by incorporating the attribute data with the query term to generate an augmented query containing an augmented query term having the result of said incorporating; send the augmented query by the computer to the search engine for searching against the product index of the storage using the augmented query term; receive a query result by the computer from the search engine containing resultant product information and the plurality of variant images from the plurality of variant records in response to the augmented query; automatically generate the resultant web page content including the resultant product information and the plurality of variant images; and transmit by the computer over the Internet the resultant web page content to the user; and cause presentation of the resultant web page content including the plurality of variant images resulting from the augmented query to the user effective to reduce query response time between the user and the computer over the Internet, the resultant web page content formatted as a response to the common query.