 Google's PageRank method for ordering the results has received the most press, but all major search engines continually refine their ranking methodologies with a view toward improving the ordering of results.As of 2006, search engine rankings are more important than ever, so much so that an industry has developed ("search engine optimizers", or "SEO") to help web-developers improve their search ranking, and an entire body of case law has developed around matters that affect search engine rankings, such as use of trademarks in metatags.The sale of search rankings by some search engines has also created controversy among librarians and consumer advocates.