1. A method of web search by a search engine among rich media objects, the method comprising: maintaining, by a search engine for each of a plurality of users, a reputation score quantifying each user's activity of tagging rich media objects; counting a number of tags that include a particular searchable term, the particular searchable term among a plurality of searchable terms, the tags associated with a rich media object, the tag associations created by one or more of the plurality of users, the tags comprising text describing the rich media object, the text including the particular searchable term, the rich media object lacking a searchable textual element prior to the tag associations; calculating, by the search engine, a search result score for the particular searchable term included within tags of the rich media object, the search result score based on the number of tags associated with the rich media object that include the particular searchable term and the reputation scores of the users that associated the tags having the particular searchable term with the rich media object, the search result score specific to the particular searchable term, the rich media object having a distinct search result score for each of two or more searchable terms included in tags for the rich media object; and recording, by the search engine, in a primary search index, each search result score for each of the two or more searchable terms of the rich media object.