Implementations of the present disclosure include actions of receiving search results that are responsive to the search query, the search results being respectively representative of resources, processing one or more triggering rules based on at least one of the search query and the search results, determining, based on processing the one or more triggering rules, that a set of data records is to be displayed in a search results page with the search results, the set of data records including data records that are specific to the user, determining a display prominence of at least one data record in the set of data records, the display prominence indicating a prominence of the at least one data record when displayed in the search results page, and providing the search results and the set of data records for display, the at least one data record being displayed based on the display prominence.