A method and system for matching a search request to a human assistant and/or other items based on information indicated in a profile associated with the search request is described. A ranking of a guide is determined based on matching of information associated with the guide and information associated with a search request. Profile information such as demographic, geographic, personality, areas of interest, people, hobbies, etc. may be used in addition to other information such as keywords or categories which are associated with a request in order to select a guide. Items such as a search result, an advertisement, a search resource, a previous query, etc. may be selected based on profile information associated with the item. Profile information may be associated with an item based on profile information associated with a guide and/or a user who has expressed an opinion regarding the item.