19. The computer-readable storage medium of claim 18 , comprising further instructions that, when executed, cause a system to: determine how many first character set characters in the search string and first character set characters in the ranked individual search result match; assign a highest sub-ranking to the ranked individual search result when all the first character set characters in the search string match with first character set characters in the individual search result; and assign a raised sub-ranking but not a highest sub-ranking to the ranked individual search result when some of the first character set characters in the search string match with first character set characters in the individual search result.
18. The computer-readable storage medium of claim 15 , comprising further instructions that, when executed, cause a system to: raise a sub-ranking of a ranked individual search result when there is a match between a first character set character in the search string and a first character set character in the individual search result; lower the sub-ranking of a ranked individual search result when there is not a match between a first character set character in the search string and a first character set character in the individual search result; and leave the sub-ranking of a ranked individual search result unchanged when there is no first character set character in the search string.