This document discusses how to guide users towards their intended search goals through association techniques. It provides an overview of how associations are constructed by linking keywords based on sequential, click-through and query co-occurrence data. Keywords are then ranked and filtered based on connectivity and other criteria to form plausible expansion and query reformulation options. The document also outlines advanced topics like how associations can be extended through properties like symmetry, transitivity and inclusiveness. It describes the system architecture of an online association service and the importance of real-time adaptation.