1. Computer storage media having computer-executable instructions embodied thereon, that when executed, perform a method of determining which alternate word to include in a word pair link, the method comprising: receiving an initial query comprising a query word; identifying a first alternate query comprising a first alternate word; determining an initial term frequency of the query word in snippets of results for the initial query; determining a first alternate term frequency of the first alternate word in snippets of results for the initial query; comparing the initial term frequency to the first alternate term frequency; and displaying query results.