Embodiments are directed to systems, devices, methods, and techniques to determine words or word combinations of search engine queries and selected items corresponding to the words or word combinations. Embodiments also include applying a machine learning model to the word or word combinations and the selected items to determine a mapping between a word or word combination and a particular selected item, and updating attribute data in a web document with the word or word combination, wherein the web document is associated with the particular item such that a search including the word or word combination returns a result including the web document.