1. A search result ranking method, comprising: recording user action information on displayed objects in search results obtained using one or more query words; upon receiving a switch-page request or switch-screen request, determining a commonality level of one or more attribute characteristics in objects subjected to user actions, wherein the determining of the commonality level is based on the user action information on the displayed objects; selecting attribute characteristics that comply with predetermined requirements to serve as reference norms for ranking objects that are to be displayed or ranked, wherein the selecting of the attribute characteristics is based on the commonality level; and adjusting rank of objects that are to be displayed or to be ranked, and whose attribute characteristics comply with the reference norms.