It's because of their site search engine... it's google based... goggle promotes this for this specific reason. Their search algorithms basically revolve around "relevance". So this combined with the search being initiated in the healing well forum website means it's going to pick out these posts first
So when you type in Colitis Old Mike their algorithms go to work and search for what site or web page is most relevant to the specific search terms or "question being asked" so to speak- In this case Colitis Old Mike is most often associate with this forum. And the specific key words and length of time posting become relevant as well.
Same concept is applied to marketing through google... the more relevant your business or web page is to a particular search term the higher it is going to appear in google search results.
In fact it keeps track of how many people search the term, click on your site, how many pages they visit, how much time they spent etc... and if people are searching a term and picking your site, but then clicking the back button or exiting within a few seconds, your web site will appear lower and lower in the search results over time because it means it's not relevant to what they are looking for. Sort of filters out the spam sites etc as well this way... by keeping track.
Post Edited (Canada Mark) : 8/28/2013 7:21:17 PM (GMT-6)