Descriptive data relating to at least a subset of a plurality of entities on a website is retrieved over a network. Endorsement data relating to the plurality of entities is retrieved from the website. A first set of probabilities is determined reflecting a probability that endorsements can be attributed to specific aspects. A second set of probabilities is determined reflecting a probability that terms can be attributed to aspects. Using the first set of probabilities and the second set of probabilities, a subset of the terms that are most probably associated with each entity are selected. Tags are then generated for each entity using the selected terms.