4. The method of claim 3 , wherein the user's personal information includes user aspect information.
4. The method of claim 3 , wherein the user's personal information includes user aspect information. 5. The method of claim 4 , wherein creating a ranked search result personalized to the specific user using the user profile further comprises: identifying a plurality of characteristics for each of the plurality of search result items; and ranking the plurality of search result items based on the similarity between the plurality of characteristics for each of the plurality of search result items and the user aspect information.