An apparatus and method is provided to dynamically search for available Web services by persistently searching a distributed multi-level UDDI registry chain, interrogating their published technical specifications and enabling the consumer to find, bind, and invoke the desired Web service in real-time and without intervention by the consumer. The search criteria includes identifying candidate published services that fall within an acceptable margin of error based on information previously published within a consumer service profile. The measure of conformance between the registry semantic map and consumer service profile is parameterized and chosen by the consumer in advance. The service profile includes an XML schema which exposes consumer profile metadata and corresponding information sets used by a rules engine for pattern matching purposes.