1. A method comprising: by a computer server, accessing, in a social graph associated with one or more computing systems of a social network environment, a first user node representing a particular user, the first user node connected to a plurality of attribute nodes; by the computer server, in response to receiving a search request from the particular user, determining a set of object nodes in the social graph with attributes matching the search request; by the computer server, for each object node in the set: calculating a match coefficient between the user node and the object node; analyzing a set of second user nodes that have interacted with the object node to determine an affinity between the second user nodes and other nodes associated with (1) the user node (2) the second user nodes and (3) the object node; and multiplying the match coefficient by a feedback weight based on a strength of the affinity between the second user nodes and the other nodes, wherein the multiplying results in a higher match coefficient when the user node and the second user nodes have both interacted with the other nodes; by the computer server, displaying a ranked list of the set of object nodes to the user, wherein the ranked list is ranked based on the match coefficient as modified by the feedback weight; and by the computer server, in response to detecting a new interaction between one of the second user nodes and one of the other nodes, updating the displayed ranked list based on the new interaction.