1. A method comprising: receiving, by a computing device, a search query including one or more search terms from a user; generating, based upon the one or more search terms and from tracked user search behavior, by the computing device, a user profile for the user in a data store comprising a plurality of user profiles; establishing, by the computing device, a contextual relationship between the one or more search terms and user profile characteristics associated with each user profile of the plurality of user profiles; parsing, by the computing device, the search query into categorical verticals; determining, by the computing device, search refinement data relative to the categorical verticals, the search refinement data including at least one of: profile information, environmental data relative to the search query and historical behavior data relating to other search queries; accessing, by the computing device, a database of aggregated search data based on the search refinement data, the search data comprising a plurality of query terms and the plurality of user profiles; determining, by the computing device, alternative query terms in the plurality of query terms, the alternative query terms relevant to a set of user profiles in the plurality other than a user's primary profile selected by the user; determining, by the computing device, a most relevant search query from the plurality of search queries and the alternative query terms and a most relevant user profile from the plurality of user profiles, the most relevant user profile based on a plurality of sponsor-purchased public user profiles and both the most relevant search query and the most relevant user profile based on the aggregated search data; refining, by the computing device, the search query based on the most relevant search query and most relevant user profile; and generating, by the computing device, an output display including a search result set based on the refined search query.