Summary: Search results are ranked by the number of other web pages linking to them. 
To search more effectively, one needs to understand how to make keywords more specific.  If we use the word “fish,” when we want only one kind of fish, this is too broad.  We need to put in more words to describe what we want.  In addition, one of the problems with keywords is a homograph.  For instance, mullet can be a fish or a hair style.  By putting only “mullet” in the search box, this can lead to an inefficient search.  So, we need to use more sophisticates search command, such as “mullet –hairstyle,” to get rid of mullet as a fish in our search results.  By being specific and using words and symbols that remove useless information, one can find exactly what you need and keep the web from swallowing you whole.