This is a discussion of a Microsoft patent granted today that may not have been implemented, and may never be. It’s unclearly written, but worth discussing…
When you perform a search at a search engine, the page that shows the results of your query is often referred to as a search results page.
Search engines don’t like to show a link to the same page more than once in their search results pages – at least in the unpaid Web search part of their pages. But, most search engines also show advertisements on many search results pages, which look similar to the Web search results.
It’s also possible that a search query using multiple terms, each of which an advertiser may be bidding upon, may cause a page to show up in paid results more than once.