14. The computer program product of claim 8 wherein the granularity value corresponds to a root-to-leaf level in the hierarchical data set of identified interests.
8. A computer program product embodied in a machine-readable medium for delivering at least one webpage, the computer program produce comprising programming instructions for: receiving search result content from a user-initiated search of web content; receiving a hierarchical data set of interests identified by a user; parsing the hierarchical data set; extracting one or more keyword attribute values from the hierarchical data set in response to the parsing and a pre-selected granularity value; after receiving the search result content, applying the extracted one or more keyword attribute values to the received search result content in order to filter the received search result content for delivery to the user; and delivering at least one webpage containing the filtered search result content according to the extracted one or more keyword attribute values to the user.