The Web is a globally-linked network of computers. The Web containing vast amounts of data organized according to Web sites, which in turn are made up of individual Web Pages. Web sites are comprised of pages of text, images, audio and video files and links to other Web pages that individual users may access. A Web site's HTML is generally not visible to an individual user. Simply put, search engines index and catalog the Web sites and pages comprising the Internet.
Search engines permit users to locate and jump to Web pages without typing in the pages' URLs.
This is done by searching for available pages on the Web and then indexing these Web pages in a database. Generally, search engines use keywords appearing in the text, hidden text, meta-tags, and titles of Web pages as the criteria for indexing the pages in their databases. When a user types a keyword search query into a search engine, the search engine associates the user's keyword with the indexed Web pages in its database and displays a list of Web pages containing the keyword. Web site creators take advantage of search engines by programming their Web site's HTML to include targeted brand and famous names in their Web site's title, meta-tags and hidden text. As a result, a search engine may produce results which place the Web site which is making such unauthorized use of someone else's mark at a higher ranking than the Web site for the actual owner of the mark.