Abstract: A method, apparatus, computer readable medium for maintaining a user profile at a web service, including receiving at least one search term from a mobile application, generating a profile associated with an identifier for the mobile application, and storing the received at least one search term from the mobile application in connection with the identifier in the profile. The web service may generate an anonymous identifier for the mobile application, wherein the at least one search term from the mobile application is stored in connection with the anonymous identifier in the profile. The web service may receive and store a location and other information from the mobile application. The profile may be updated so that additional searches can be performed based at least in part of the maintained profile.