A method for improving web search results based on analysis of users' offline activities that are related to their online search. Web search results, including local search results, for a user may be improved by monitoring the actions of users when not interacting with the web search engine. By monitoring “offline” activities (e.g., telephone calls) and matching a person participating in an activity (e.g., the person making a telephone call) to a search engine user, a set of preferences for a given user may be determined, which may be used to select and sort web search results for that user. Preference data for one user may be used to select and sort web search results for other users, including those for which the search engine does not have preference data.