This is why:
free uo shard - 2nd result
http://www.google.ca/search?hl=en&q=fre ... arch&meta=
uo shard - 2nd result
http://www.google.ca/search?hl=en&q=uo+ ... arch&meta=
ultima shard - 10th result
http://www.google.ca/search?hl=en&q=ult ... arch&meta=
There's other combinations too.
I did not really put much effort into SEO (Search Engine Optimization) where the forums are concerned, so once I do that...
I honestly can't believe "uo shard" makes the site show up as 2nd though.

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