11. The computer implemented method of claim 8 , determining the sub-ranking component comprising: raising 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; lowering 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 leaving the sub-ranking of a ranked individual search result unchanged when there is no first character set character in the search string.
11. The computer implemented method of claim 8 , determining the sub-ranking component comprising: raising 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; lowering 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 leaving the sub-ranking of a ranked individual search result unchanged when there is no first character set character in the search string. 12. The computer implemented method of claim 11 , determining the sub-ranking component further comprising: determining how many first character set characters in the search string and first character set characters in the ranked individual search result match; assigning 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 assigning 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.