2. The non-transitory machine-readable storage medium of claim 1 , wherein ranking the records that match the alphanumerical string comprises comparing the weights and the incremental values of the top hit database records corresponding to the records that match the alphanumerical string, wherein the weights and the incremental values are associated with the user and the user search query.
2. The non-transitory machine-readable storage medium of claim 1 , wherein ranking the records that match the alphanumerical string comprises comparing the weights and the incremental values of the top hit database records corresponding to the records that match the alphanumerical string, wherein the weights and the incremental values are associated with the user and the user search query. 3. The non-transitory machine-readable storage medium of claim 2 , wherein the alphanumerical string comprises a word having a first letter and wherein an incremental value is assigned to a top hit database record for a first character that matches the first letter.