1. A computer-implemented method comprising: receiving search data by a computer system from a server hosting a first website, the search data including first information regarding content accessed by a user subsequent to a search, the first information indicative of a first content format accessed by the user, the first content format corresponding to a first search result of a plurality of search results provided to the user from the search, and the plurality of search results including content in a second content format that is different from the first content format, wherein the user does not access the second content format; identifying a category related to at least a portion of the search data, the identifying based at least on formats of content on target websites; determining, by the computer system and based on the search data, a topic for first content associated with the identified category; determining, by the computer system, a score indicative of a level of popularity for the topic, wherein determining the score is based on the search data, information regarding different formats of content offered on the first website, the format of content accessed by the user on the first website, and the user not accessing the second content format; and presenting the topic and the score to a content provider for producing the first content for the target websites, the content provider to select a format for the first content based on the score and on user interaction with the plurality of search results.