1. A method of providing pertinent data to a user, comprising: identifying a concept related to a search activity of the user, wherein the search activity includes at least one of a search query or a search result returned in response to the search query; and modifying a set of concepts associated with a user profile of the user based on the concept, wherein subsequent to the search result being returned to the user, data pertinent to the user is identified based on the set of concepts associated with the user profile, and the user is notified of the data identified to be pertinent.