Abstract: According to certain techniques, a first search engine result page (“SERP”) is obtained. The first SERP is associated with a first user. A second SERP is obtained, and the second SERP is associated with a second user. The first SERP is compared with the second SERP to determine an overall degree of correlation. The first SERP may include at least one of a query, at least one title, at least one uniform resource locator (“URL”), at least one snippet, or at least one related search. The second SERP may include at least one of at least one query, at least one title, at least one URL, at least one snippet, or at least one related search.