Along with the Internet’s development, a considerable number of users are accustomed to utilizing the net search engine to obtain information owing to its global, convenient and realtime service At this time, many websites emerge and they employ the bidding rank to gain high quota profit This article first defines the concept of bidding rank, as well as its nature and operation The influence of adoption of bidding rank is analyzed on network users, advertisers and the search engine proper Second, the legal responsibilities of employment of bidding rank are identified Based on the analysis, the author proposes that, under the circumstance of no regulation at present, several ways to enhance a healthy development of the search engine market, such as utilizing legislation rules for protection of legitimate interest, strengthening industry regulation, and establishing and bettering laws and rules