5. A computer program product for improving search results in consideration of emphasized content comprising: a tangible, computer-readable storage memory device excluding a propagating signal; and one or more program instructions embodied by the memory device for causing a processor to perform operations comprising: prior to delivery to a user, intercepting natural language results from a search performed using a natural language query; detecting a natural language in which the results are expressed; retrieving, according to the detected natural language, from a database, a cultural rule for indicating emphasis of words and sub-phrases using a shift from a default text typestyle to an emphasized text typestyle for the detected natural language, wherein the shift occurs for one or more words in a phrase and the phrase is otherwise encoded in the default text typestyle, and wherein the emphasized text typestyle is selected from the group consisting of bolding, underlining, strikethrough and italicization; finding, using the cultural rule, one or more emphasized words in the results; assigning confidence scores to each result according to occurrences of found emphasized words relevant to the query; re-ranking the results according to an initial relevance and according to the confidence scores; and producing, to the user, the re-ranked results.
7. The computer program product as set forth in claim 5 wherein the program instructions are further for causing a processor to perform operations comprising: revising the natural language query to expound on the one or more emphasized words in the results; and performing a deep question and answer search of the corpus using the expounded natural language query.