1. A method in a computing system, comprising: providing a computer-implemented search facility configured to provide information about a plurality of merchants that each sell a plurality of goods and/or services, wherein each merchant of the plurality of merchants does not have an online presence via web sites or web pages specific to each merchant, by: for each of the plurality of merchants, receiving a plurality of keywords that describe goods or services sold by the merchant, wherein the plurality of keywords comprises thousands of keywords, descriptors, classification, or advertisement words; and associating each of the plurality of keywords with at least one of the goods and/or services sold by the merchant; receiving a search request that includes a keyword and an indication of a location; automatically determining, by a computer processor of the computing system, one or more of the plurality of merchants that is proximately located to the indicated location and that sells a good and/or service that has an associated keyword that matches the keyword included in the search request, wherein the one or more of the determined plurality of merchants is classified in an off-line directory service only under business classifications that do not deal in the good and/or service, such that the merchant would not be identified by in the off-line directory as dealing in the good and/or service were the off-line directory to be searched under business classifications associated with the good and/or service, thereby enabling the determining of one or more of the plurality of merchants proximately located to the indicated location that would not be otherwise found by searching the off-line directory service; and transmitting information about the determined one or more merchants; receiving feedback regarding one of the plurality of merchants, the feedback indicating a user's positive or negative experience with respect to the one merchant and/or one or more keywords associated with the one merchant and automatically adjusting the accuracy of received feedback associated with the one merchant by: automatically determining, by the computer processor of the computing system, whether the feedback is likely false or spurious by determining that the feedback was at least one of: received from an unauthorized user, received along with multiple feedback from a single user in a short amount of time, or received from an automated computer program; upon determining that the feedback is likely false or spurious, not presenting or associating the received feedback with the one merchant; and otherwise, presenting and associating the received feedback with the one merchant; and automatically adjusting, by the computer processor of the computing system, the accuracy of the received plurality of keywords with the associated good and/or services of one of the plurality of merchants by: automatically determining whether the received plurality of keywords are provided by an entity authorized to provide the keywords on behalf of the one of the plurality of merchants; and if it is determined that the received plurality of keywords are not provided by an authorized entity, automatically disassociating the associated plurality of keywords with the one of the goods and/or services sold by the one of the plurality of merchants.