Various embodiments can utilize information that is displayed for a user
to automatically generate a list of keywords and use that list as a means
to display supplemental information that is relevant to the keywords. In
at least some embodiments, the displayed information is analyzed using an
extraction algorithm to identify words or, more generally, character
strings of interest. If these words or character strings of interest are
determined to constitute relevant search terms or "keywords", then a
special user interface portion can be used to display this supplemental
information along with the information that is already displayed for the
user. This supplemental information can include the search terms
themselves, ads that pertain to the search terms, and/or search results
that have been ascertained from a web search engine.