17. The one or more computer-storage media of claim 14 , wherein presenting the at least the portion of the generated query formulation suggestions on the Web page associated with the search engine further comprises transmitting an indicator of which query formulation suggestions were generated utilizing comparable item matches.
14. One or more computer-storage media storing computer-useable instructions that, when used by a computing device, cause the computing device to perform a method for identifying query formulation suggestions, the method comprising: receiving at least a portion of a search query inputted on a Web page associated with a search engine, the at least the portion of the search query having at least one specified hierarchical characteristic comprising a category or an attribute; accessing an entity data store comprising one or more entities, and one or more categories associated with the one or more entities, and one or more attributes associated with the one or more entities, wherein the one or more entities are items having associated information and are associated with at least one of the one or more categories, or the one or more attributes; using the entity data store, identifying a number of exact item matches for the at least a portion of the search query; using the entity data store, identifying comparable item matches for the at least a portion of the search query, wherein using the entity data store to identify comparable item matches for the at least the portion of the search query comprises: (1) identifying a plurality of non-matching entities in the entity data store having one or more hierarchical characteristics, (2) assigning a similarity score to each hierarchical characteristic for each of the plurality of non-matching entities that indicates a relative similarity to at least one of the exact item matches; (3) determining an overall similarity score for each of the plurality of non-matching entities, (4) comparing the overall similarity score to a predefined similarity score, and (5) identifying as comparable item matches those non-matching entities that have an overall similarity score greater than the predefined similarity score; utilizing at least a portion of the exact item matches and at least a portion of the comparable item matches to generate query formulation suggestions; transmitting at least a portion of the generated query formulation suggestions for presentation; and presenting the at least the portion of the generated query formulation suggestions on the Web page associated with the search engine.