it of Alphabet, attracts the most search engine traffic worldwide. Baidu in China is second and Microsoft's Bing and Verizon's Yahoo! are third and fourth respectively. Search software uses mathematical algorithms and page ranking to determine search results. Proprietary mathematical algorithms analyze keywords, titles, site structures, and descriptions to determine which sites fit the search terms specified by Internet users. They look at headlines, bolding, and the proximity of words to each other for relevance of textual data on the page. Search engines have massive indexes (lists) in databases of past searches and URLs, or locations of web sites. They additionally have the ability to find and add new web sites and discover sites that are removed. This is done by spiders, software that continuously and automatically crawl through the Internet looking for new and updated sites. Search Revenue-Advertising, Page Ranking, and Software Licensing Google has the largest revenue from search worldwide, primarily from advertising on its sites. As reported by its parent company, Alphabet, it had $26 billion in total sales for the quarter ending June 30, 2017. Of that total, $25.8 billion was from search: advertising, software licensing, and page ranking. Search companies earn revenue by a combination of ads, favorable ranking of web sites in search results, and licensing software to other search companies and to enterprises. Large enterprises deploy the licensed search software to assist staff in finding information on health www.TechnicalPDF.com and retirement benefits, information about departments, and directories of employee addresses and telephone numbers. Investigations into Google Search Practices In June 2017, the European Union fined Google $5 billion for favoring its own companies in search results. The European Union judged that Google demoted rivals' links in favor of its own company's links and search results. This is important because the top 10 ranked search results receive about 90 percent of all clicks. 