Personalization of content of a web site for a user based on a web site that a user arrives from is disclosed. For example, the content of the web site from which the user arrives (i.e., the originating page), as well as the content of the web page the user has arrived to (i.e., the target page), may be categorized as pertaining to particular subjects or topics. Any time a user comes from an originating page, the subject categories for the originating page and the target page may be compared to determine if like categories exist between the pages. In the event that like categories are found, the target page may be personalized based on those categories.