7. The method of claim 1 , where the identifying a word or phrase comprises determining that the word or phrase appears more than a pre-determined number of times in the first web page.
1. A method performed by a computer system, the method comprising: receiving, from a client device, personal information relating to a user, the personal information including at least one of a geographic location of the user, information provided by the user when registering an account, or information based on a browsing history of the user, the receiving being performed using a communication interface associated with the computer system; receiving, using a communication interface associated with the computer system, a first web page requested by the user; identifying, using one or more processors associated with the computer system, a word or phrase in the first web page; forming, using one or more processors associated with the computer system, a search query by concatenating the identified word or phrase with one or more terms based on the personal information; identifying, using one or more processors associated with the computer system, an additional web page based on a search performed by a search engine using the search query; embedding, using one or more processors associated with the computer system, a reference to the additional web page into the first web page in-line with the identified word or phrase to form a modified first web page; and transmitting, using a communication interface associated with the computer system, the modified first web page to the client device.