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34 show up for many of the related searches, and some algorithms may see your document as being less relevant. The key is to write naturally, using various related terms, and to structure the page well. Multiple Reverse Indexes Search engines may use multiple reverse indexes for different content. Most current search algorithms tend to give more weight to page title and link text than page copy. For common broad queries, search engines may be able to find enough quality matching documents using link text and page title without needing to spend the additional time searching through the larger index of page content. Anything that saves computer cycles without sacrificing much relevancy is something you can count on search engines doing. After the most relevant documents are collected, they may be re-sorted based on interconnectivity or other factors. Around 50% of search queries are unique, and with longer unique queries, there is greater need for search engines to also use page copy to find enough relevant matching documents (since there may be inadequate anchor text to display enough matching documents). Search Interface The search algorithm and search interface are used to find the most relevant document in the index based on the search query. First the search engine tries to determine user intent by looking at the words the searcher typed in. These terms can be stripped down to their root level (e.g., dropping ing and other suffixes) and checked against a lexical database to see what concepts they represent. Terms that are a near match will help you rank for other similarly related terms. For example, using the word swims could help you rank well for swim or swimming. Search engines can try to match keyword vectors with each of the specific terms in a query. If the search terms occur near each other frequently, the search engine may understand the phrase as a single unit and return documents related to that phrase. WordNet is the most popular lexical database. At the end of this chapter there is a link to a Porter Stemmer tool if you need help conceptualizing how stemming works.