A method and system for utilizing profiles. Browsing data received from a site may be parsed using a behavior file. The behavior file may define how the browsing data is parsed for the site to identify at least one heading and/or topic within the browsing data. The parsed browsing data may be analyzed with an analysis file to identify one or more system generated user interests. The analysis file may define how the parsed browsing data is to be analyzed to generate the system generated user interests. A user profile may be updated with the system generated user interests. The browsing data may be stored as one or more identification data structures. Each identification data structure may include an identified terms field to retain one or more identified terms that are identified when parsing the browsing data and historical data regarding identification of the identified terms within the browsing data.