You're right, the word college would totally throw off the search and give me wrong results. Why would you add unnecessary words? You're lying or not very smart. I wouldn't search Chicago Bears National Football League schedule. You wouldn't search New Mexico State College football schedule. You'd type in New Mexico State, and football would come up automatically and unless you were afraid of not having the schedule come up in the first selection you'd stop there. But you would not enter the word college for no good reason. It would be really freaking stupid. A search for New Mexico State in Google retrieves the government site first, the school site second, the athletics site third, and the football site 7th. Searching for New Mexico State football gives the football site first, 2011 schedule 3rd. Searching New Mexico State football schedule gives the 2011 schedule site first, no other schedules. Searching New Mexico State football schedule 2012 gives a site at the top with the thus-far announced 2012 schedule. The more specific a search is, the more likely the result you want comes at the top. And no, I probably wouldn't typically put the word "college" in there if I were searching for a specific school, but I'd certainly use it if I were looking for something generic to all schools, like apparel, TV schedules, bowl schedules, prior results, or stats. right - it's faster for me to type the extra words to narrow the search than to read through the the more generic results to find the particular entry I want. Maybe goony just doesn't type fast enough. Or I read too slowly. Or we just have different optimization preferences. In none of those results did adding college help his search.