A search engine is computer software that is continually modified to avail of the latest technologies in order to provide improved search results. Each search engine does the same function of collecting, organizing, indexing and serving results in its own unique way, thus employing various algorithms and techniques, which are their trade secrets. In short, the functions of a search engine can be categorized into the following broad areas: First, crawl the Web and locate all Web pages. Second, index the data. Third, rate the importance of each page in the database, so that when a user does a search and the subset of pages in the database with the desired information has been found, the more important pages can be presented first. The paper throws the light on evolution of search engine's Web page ranking technique that started from the development of Google's pagerank and continues to expand in the form of other techniques. The paper also highlights the shortcomings of the most popular technique. Also, various alternatives to those flaws are discussed. This paper focuses on the current prevailing ranking techniques and tries to probe the conditions under which they can give more benefit. Also the various techniques are discussed in detail to present the flaws in this paper, and finds a way to achieve the ideal technique.