14. The non-transitory computer readable storage medium of claim 11 , wherein the operations further comprise determining costs for improving the scores of the references to the entity.
14. The non-transitory computer readable storage medium of claim 11 , wherein the operations further comprise determining costs for improving the scores of the references to the entity. 15. The non-transitory computer readable storage medium of claim 14 , wherein the operations further comprise determining values for improving the scores of the references to the entity associated with the search terms and selecting references to be improved based on determining the costs and values for improving the scores of the references to the entity associated with the search terms.