An apparatus for, computer software for, and method of providing personalized search capabilities of internet web pages comprising providing an index server maintaining a dynamic index to internet web pages and employing a tree structured hierarchical plurality of topic categories, permitting a non-administrative end-user to specify any subset of the plurality of topic categories, and adding to an internet web page controlled by the user link information permitting execution of searches of the index server in any category of the subset but only of categories in the subset.