1. A method of generating a search result list in response to a search query from a searcher using a computer network, the method executed with a computer having a processor, the method comprising: (a) maintaining a first database including a first plurality of search listings comprising sponsored search listings having a sponsored content; (b) maintaining a second database including documents having a general web content; (c) receiving, by the processor, a search query from the searcher; (d) identifying, by the processor, from the first database a first set of search listings comprising sponsored search listings having documents generating a match with the search query, and from the second database a second set of search listings comprising general web listings having documents generating a match with the same search query as used to identify the sponsored first set of search listings; (e) determining, by the processor, a confidence score for each listing from the first set of search listings, wherein the confidence score is determined in accordance with a relevance of each listing when compared to the listings of the second set of search listings after execution of step (d); (f) ranking, by the processor, the sponsored first set of search listings in accordance, at least in part, with the confidence score for each search listing thereof, wherein the processor associates the sponsored first set of search listings with at least one feature different than the relevance of each search listing when compared to the listings of the second set of search listings, and the processor further orders the sponsored first set of search listings in accordance with the at least one feature, the at least one feature comprising any of a number of clicks, a click-through rate, and a conversion rate derived from historical click-through and conversion data from user activity on the sponsored first set of search listings; (g) computing a plurality of demotion terms related to a plurality of the top-ranked sponsored first set of search listings, wherein the demotion terms capture non-ideal characteristics thereof; (h) updating the confidence score of each of the top-ranked sponsored first set of search listings based on the plurality of demotion terms; and (i) re-ranking the top-ranked sponsored first set of search listings according to the updated confidence scores.
1. A method of generating a search result list in response to a search query from a searcher using a computer network, the method executed with a computer having a processor, the method comprising: (a) maintaining a first database including a first plurality of search listings comprising sponsored search listings having a sponsored content; (b) maintaining a second database including documents having a general web content; (c) receiving, by the processor, a search query from the searcher; (d) identifying, by the processor, from the first database a first set of search listings comprising sponsored search listings having documents generating a match with the search query, and from the second database a second set of search listings comprising general web listings having documents generating a match with the same search query as used to identify the sponsored first set of search listings; (e) determining, by the processor, a confidence score for each listing from the first set of search listings, wherein the confidence score is determined in accordance with a relevance of each listing when compared to the listings of the second set of search listings after execution of step (d); (f) ranking, by the processor, the sponsored first set of search listings in accordance, at least in part, with the confidence score for each search listing thereof, wherein the processor associates the sponsored first set of search listings with at least one feature different than the relevance of each search listing when compared to the listings of the second set of search listings, and the processor further orders the sponsored first set of search listings in accordance with the at least one feature, the at least one feature comprising any of a number of clicks, a click-through rate, and a conversion rate derived from historical click-through and conversion data from user activity on the sponsored first set of search listings; (g) computing a plurality of demotion terms related to a plurality of the top-ranked sponsored first set of search listings, wherein the demotion terms capture non-ideal characteristics thereof; (h) updating the confidence score of each of the top-ranked sponsored first set of search listings based on the plurality of demotion terms; and (i) re-ranking the top-ranked sponsored first set of search listings according to the updated confidence scores. 24. The method of claim 1 , wherein the demotion terms comprise demotion metrics computed for: (i) a document section consisting of an abstract, a bidded term, or a list of key topics, or (ii) for whether or not the listing has been editorially reviewed.