1. A system comprising: one or more processors; and one or more computer storage media storing computer-usable instructions that, when used by the one or more processors, cause the one or more processors to: determine for each database record included in search result data retrieved from a database in response to a search query received from a remote client device, a corresponding rank based on a determined relevancy of the database record; select a first database record having a first corresponding rank in the retrieved search result data to add into a first position of a search result dataset, wherein each database record is selected from the retrieved search result data based on a defined set of data diversity rules for addition to the search result dataset; determine that at least one rule in the defined set of data diversity rules is violated when a second database record having a second corresponding rank directly behind the first corresponding rank in the retrieved search result data is considered for addition into a second position directly behind the first position of the search result dataset; and based at least in part on the determination that less than the at least one rule is violated when a third database record having a third corresponding rank in the retrieved search result data is considered for addition into the second position directly behind the first position of the search result dataset, add the third database record into the second position directly behind the first position of the search result dataset.