DETERMINING A TERM SCORE FOR AN ANIMATED GRAPHICS FILE

A method, apparatus, system, and signal-bearing medium that, in an embodiment, determine a term score based on frame scores, frame weights, and effect bonuses. The frame score represents a probability that the frame will be displayed, and in an embodiment is based on whether the frame may be skipped via an embedded link between frames. Frames that may be skipped have their frame scores reduced. The frame weights are based on an attribute of the term, such as a font size, a font style, a color, or a location within a frame. The effect bonus is based on one or more attributes of the nearest tweened object to the term, such as a location, a size, a shape, or a color. The term score may be used to order the display of the pages that contain the frames in response to a search request. In this way, terms within the frames of an animated graphics file are scored based on the likelihood that the term will be seen during the animation.