1. A system comprising: a hardware-implemented receiver to receive a search query; a first hardware-implemented associator to associate a first numerical value with a first keyword that is a part of the search query, the first numerical value representing a percentage of times the first keyword is referenced in a plurality of search queries; a hardware-implemented tracker to track user activity associated with the first keyword; a second hardware-implemented associator to associate a second numerical value with the first keyword based upon the user activity, the second numerical value representing a percentage of times user activity is associated with the first keyword relative to a plurality of user activities; a hardware-implemented calculator to determine a difference value between the first and second numerical values, and to associate the difference value with the first keyword; a hardware-implemented sorter to sort a plurality of keywords based upon respective difference values associated with each keyword of the plurality of keywords; and a hardware-implemented outputer to output a result of the sort.