Techniques for keyword-based searching are described. Some embodiments provide a Merchant Information Search System (“MISS”) that allows a potential customer to search for information about proximately located merchants that provide goods and/or services that match one or more keywords provided by the customer. In some embodiments, multiple keywords are associated with individual goods and/or services provided by a merchant. By associating keywords with individual goods and/or services, rather than a category or type of goods, the MISS may provide fine-grained search results that identify merchants that would not have been otherwise identified by category-based approaches to searching. Some embodiments employ other or additional techniques, including proximity-based searching and keyword feedback to improve search performance.