1. A computer-implemented method comprising: obtaining search results that are identified as responsive to an original search query; determining a frequency with which a particular term occurs in text associated with one or more of the search results; determining a frequency with which the particular term occurs in other text; determining that the frequency with which the particular term occurs in the text associated with the one or more search results differs, by a threshold extent, from the frequency with which the particular term occurs in the other text; in response to determining that the frequency with which the particular term occurs in a text associated with the one or more search results differs, by the threshold extent, from the frequency with which the term occurs in the other text, providing, for display, a representation of the particular term, a demote control to specify that the search results for the reformulated search query that include the particular term are to be demoted, and a promote control to specify that the search results for the formulated search query that include the particular term are to be promoted; receiving data indicative of a selection of the demote control or the promote control; and in response to receiving the data indicative of the selection of the demote control or the promote control, reformulating the original search query to promote or demote the particular term.