Third party content providers can specify parameters for generating specialized search results in response to queries matching specific patterns. In this way, a generic search website can be enhanced to provide specialized search results to subscribed users. In one embodiment, these specialized results appear on a given user's result pages only when the user has subscribed to the enhancements from that particular content provider, so that users can tailor their search experience and see results that are more likely to be of interest to them. In other embodiments the specialized results are available to all users.