A system and method to sort search results based upon a desirability value is illustrated. This desirability value may be based upon the difference between a demand value and a supply value. Demand may be based upon user activity such as click-throughs, purchases, price, or location. Supply may be based upon a supply of keywords that may be the number of times a word is used in search or item title. The system and method may include receiving a search query, associating a first numerical value with a keyword that is a part of the search query, tracking user activity associated with the keyword, associating a second numerical value with the keyword based upon the user activity, finding a difference value between the first and second numerical values, associating this difference value with the keyword, sorting keywords based upon the difference values, and returning the search results of the sorting.