Abstract: Embodiments are directed to optimizing searchable resources and to returning relevant search results. In one scenario, a computer system monitors multiple different social media sites to observe conversations related to the searchable resources. The computer system identifies terminology related to the searchable resources from any one or more of the observed conversations. The identified terminology identified may be based on topic, author, and/or place. The computer system then accesses known terminology used to search for the searchable resources and correlates a relationship between the known terminology and the identified terminology. The computer system also modifies the searchable resources to be responsive to a search request that is expressed using the identified terminology.