10. The method of claim 1 , where the objective data further includes at least one of: third data that is based on a value indicating a portion of users that selected the particular search document before selecting another search document associated with the particular search query, fourth data that is based on a value indicating a portion of users that select the particular search document after selecting one or more other search documents associated with the particular search query, or fifth data that is based on a time between when search documents, associated with the particular search query, are presented, and when the particular search document is selected.
10. The method of claim 1 , where the objective data further includes at least one of: third data that is based on a value indicating a portion of users that selected the particular search document before selecting another search document associated with the particular search query, fourth data that is based on a value indicating a portion of users that select the particular search document after selecting one or more other search documents associated with the particular search query, or fifth data that is based on a time between when search documents, associated with the particular search query, are presented, and when the particular search document is selected. 14. The method of claim 10 , where the obtained data further includes: third data relating to a portion of terms in the search query that match the name of the business.