1. A method for providing search results based on search queries, the method comprising: under the control of one or more computer systems configured with executable instructions: receiving a search query for a product or service; identifying a user interest based on the search query; comparing the user interest with currently trending interests; identifying interest items based on the currently trending interests that relate to the user interest; identifying the currently trending interests based on a plurality of executed search queries received within a predefined time period prior to the search query being received; identifying key words associated with the plurality of executed search queries; and categorizing the executed search queries that contain the key words as the search query into expert groupings, wherein each expert grouping has a different characteristic from each of the other expert groupings.
4. The method of claim 1 , wherein identifying the currently trending interests based on a plurality of executed search queries further comprises applying heuristics to the executed search queries to identify the currently trending interests.