Collaborative filtering along the aspect dimension and use of co-occurring aspects to qualify products that will be shown on a search page in response to unspecific user searches, such that diversity in the aspect value will add to the diversity of the search results and the collaborative nature of the aspects will induce diversity, is disclosed. A method and system for Search Ranking Diversity Based on Aspect Affinity includes collecting user search queries, parsing the collected user search queries for aspect phrases, identifying aspect metadata for the aspect phrases, creating a ranked index list of aspects from the aspect metadata, assigning weights to the ranked index list of aspects, receiving a user query and associating the received query with the ranked index list of aspects to produce ranked search results, and re-ranking the search results using diversified aspects from the ranked index list of aspects to produce user search results.