1. A computer-implemented method for addressing spelling errors comprising: establishing a phonetic database having a plurality of phonetically equivalent formulas stored therein, each of the phonetically equivalent formulas being associated with at least one respective pronounceable unit; receiving an initial search string from a user through a search interface; wherein the initial search string is in a particular language of the user's preference; determining, from the phonetic database, an alternative pronounceable unit that is specified, by a phonetically equivalent formula of the plurality of phonetically equivalent formulas from the phonetic database, to be phonetically similar to a particular pronounceable unit that is represented within the initial search string; generating an alternative search string, in the particular language, based at least in part on the initial search string and the alternative pronounceable unit; and performing at least one of: (a) searching a data set for data items that are associated with the alternative search string, and displaying at least one search result that was obtained through the searching, or (b) outputting the alternative search string; wherein generating the alternative search string comprises generating a search string that contains the initial search string but in which at least one instance of the particular pronounceable unit has been replaced in the initial search string by the alternative pronounceable unit; wherein the method is performed by one or more self improving phonetic search engines.