1. A system to prioritize search results in an electronic environment, the system comprising: a communications module to receive a search query to search for a data item in a network-based marketplace, the search query including one or more characters; and a query engine coupled to the communications module, the query engine having one or more processors to match the one or more characters from the search query against a plurality of selected keywords contained within a data structure, to rank each keyword within the plurality of selected keywords, to form a subset of the plurality of selected keywords based on rank, and to form a response to the search query based on the subset of the plurality of selected keywords based on rank, the ranking being based on a turnover rate of the data item to which the search query is directed, the query engine further to match each of the plurality of selected keywords from the one or more characters based on a group comprising most frequent queries, items available matching the search query, bids on items matching the search query, purchases of items matching the search query, and items matching the search query being placed on a watch list.