1. A method comprising: identifying, using one or more server devices, a plurality of search queries, where each of the plurality of search queries includes a same variation of an entity name; identifying, using the one or more server devices, a plurality of entity identifiers, where each of the plurality of entity identifiers is associated with a document that was selected, from a plurality of search result documents, based on a corresponding search query of the identified plurality of search queries; determining, using the one or more server devices, that a total quantity of selections of the document associated with a particular entity identifier, of the plurality of entity identifiers, is greater than a total quantity of selections of each of the documents associated with other ones of the plurality of entity identifiers; and storing, in response to the determining, the same variation of the entity name in a memory that is used to rewrite search queries.