1. An automated method for improving search results in consideration of emphasized content comprising: prior to delivery to a user, intercepting natural language results from a search performed using a natural language query; detecting, by one or more processors, a natural language in which the results are expressed; retrieving according to the detected natural language, by the one or more processors, from a database, a cultural rule indicating how emphasis of words and sub-phrases is made using a shift from a default text typestyle to an emphasized text typestyle, wherein the shift occurs for one or more words in a phrase and the phrase is otherwise encoded in the default text typestyle, and wherein the emphasized text typestyle is selected from the group consisting of bolding, underlining, strikethrough, color and italicization; finding, by the one or more processors, using the cultural rule, one or more emphasized words in the results; assigning, the one or more processors, confidence scores to each result according to occurrences of found emphasized words relevant to the query; re-ranking, by the one or more processors, the results according to an initial relevance and according to the confidence scores; and producing, by the one or more processors, to the user, the re-ranked results.