Count Number Of Times Record Is Viewed...

What I would like to do is have a field in a given record increment itself every time that record is selected. For example, say you have a table that stores items in the inventory: each item has a times_search_for_field.

Now, lets say a user runs a search which results in the following SQL:

SELECT * FROM Inventory WHERE experation_date=Today();

Now I want to have every record returned by that SQL statement increment it's times_search_for_field incremented by one. I'm just looking for the most efficiant way to do this.

I know I chould just have my asp .net code loop through the results and call an SQL UPDATE statement for each record, but it seems there should be a more efficient way of doing this.

Mike.