SharePoint search: some ranking factors
SharePoint search takes into account keywords in titles, URLS and hyperlinks. In each case the keywords need to be separated by spaces/underscores.
It also favours:
- HTML over documents, PPT over Word, and Word over Excel
- high-level pages
- shorter content pages/documents
These can be changed but it is generally not advised (imagine the manual equivalent of a plumber sucking air through his teeth).
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