Users may find material simply searching for certain terms or phrases without having to comprehend or traverse the site's structure. This can be a faster or easier approach to discover material on huge sites. Some search businesses provide free access to their search software to websites. These "search box" providers then earn money from advertisers who want to put their ads next to results from web searches. Searching also allows users to explore the site beyond the first page of results. Many websites offer a search tool that will take them to specific pages based on what they're looking for. This is useful when browsing through an enormous collection of content, such as all the entries on Wikipedia! Some people think of search as only being able to find text information. But it can also find images, videos, and other types of content too. Search is actually one of the most important ways that users can interact with your site. The more ways you can get users to do things on your site, the more opportunities there are to make money. Search helps users navigate websites efficiently. If a user wants to find an entry on wikipedia related to Antarctica, they can simply type "Antarctica entry" in the search box and hit enter. Voila! They now have access to the relevant article!