1. A method of ranking search results presented to a user of a social network site on the Internet, wherein each user of the social network site has a user profile with information regarding the user including information identifying other users trusted by the user, wherein the information in the user profile of each user includes at least one of age, interests, activities, occupation, gender, marital status, and group memberships of the user, the method comprising: obtaining, at a server hosting the social network site on the Internet, the user profile of each user; obtaining, at the server, content items satisfying a search of information on the Internet by a first user of the social network site; ranking, at the server, the content items as a function of (i) the information in the user profile of the first user, (ii) the information in the user profiles of users having the same occupation of the first user, (iii) the information in the user profiles of users having the same interests and activities as the first user, (iv) the information in the user profiles of the users trusted by the first user, (v) the perspectives of users trusted by the first user, (vi) popularity of the content items to the users of the social network site, (vii) the information in the user profiles of users of the social network site who have users profiles having information that is common with the information of the user profile of the first user, (viii) the perspectives and item preferences of users of the social network site having similar profiles as the user profile of the first user, (ix) the information in the user profiles of users of the social network site who belong to a group membership related to the content items, and (x) the perspectives and item preferences of a specific user-defined group; transferring from the server to a display of the first user via the Internet the content items according to ranking such that higher ranked content items are transferred to the display of the first user for presentation thereon prior to lower ranked content items being transferred to the display of the first user for presentation thereon.