1. A system comprising: a processor; and a computer storage medium coupled to the processor, wherein the computer storage medium has a set of instructions stored thereon that, when executed on the processor, implement a method comprising: receiving, from more than one data source, content to be stored in a searchable index; annotating the content with a topic selected from a plurality of topics; aggregating the annotated content as a feed pertaining to an entity based on the topic with which the content is annotated, the annotating performed only if the entity is ranked among a top number of entities, the top number set by a user; receiving a search engine request entered by the user, the search engine request relating to the entity; causing the annotated content to be displayed via a user interface in response to the received search engine request, wherein a visual effect indicates that the entity is available for designation; associating a following with the entity responsive to receiving a user designation of the entity; and causing the feed pertaining to the entity to be displayed via the user interface.