Abstract: Features for dynamic directory and content communication are described which provide bidirectionally optimize searches for users and/or content. One type of message which may be associated with a contact is a private descriptor identifying how the user wishes to identify the contact (e.g., other user). Other users of the system will not see this tag. Accordingly, when the user who provided the tag submits a search, the tag will be considered as part of the search. A global or public descriptor may also be associated with the contact. The public descriptor is added to the system by the contact and indicates how the contact wants the world to find and view him. All users of the system will see this tag. The public and private descriptors are used by a search engine to dynamically optimize searches conducted therewith.