1. A system comprising: a user interface for displaying a web document to a user; a processor in communication with the user interface and coupled to computer readable storage media storing instructions adapted to be executed by the processor; a scanning component implemented by the processor to receive the web document for display on the user interface and scan content of the web document to select candidate phrases comprising at least one word in the web document; an analysis component implemented by the processor to: access at least one of a search engine query log file or a search engine cache containing a plurality of search queries received from a plurality of different users of a search engine; identify, from the plurality of search queries received from the plurality of different users, query frequency information comprising a list of words frequently submitted as the search queries to the search engine by the plurality of different users of the search engine over a defined period of time; extract at least one phrase comprising at least one word from the web document based, at least in part, on a comparison of the candidate phrases with the list of words frequently submitted as the search queries to the search engine by the plurality of different users; generate at least one query based upon the at least one phrase extracted; and provide the at least one query based upon the at least one phrase to an advertising system in communication with the processor; and a display component to display at least one advertisement on the user interface in conjunction with display of the content of the web document, the at least one advertisement being received by the processor from the advertising system in response to the at least one query provided to the advertising system.