best match

I have been helping a friend of mine "troubleshoot" why his product is second in the Best Match results for all common keywords on a product and now I am getting stumped. First I checked his the sellers against eachother and found my friend to have more feedback, a higher percentage...

I have created system that can add watchers to the items . If anybody will be interested in my servise ? If yes i am gonna post the thread in marketplace...