Believe it or not, there is a method to the madness when it comes to conducting a trademark search. The goal is to identify warning signals that may require more investigation to determine if one of the identified marks in a search is in fact a knockout.
This starts with looking for the identical mark for the identical goods or services. If a mark is found in this first pass, the search is probably done. If no mark is found, then the next step is to look for parts of the mark with an identical goods or services description. Breaking up a mark may be as simple as separating its elements or as advanced as using truncation symbols and other operators. If no marks are found using the second wave of search conditions, then the next step is to repeat the process using goods and services that have been found to be related to the goods and services intended for the proposed mark.
It is only after following this hierarchy that a searcher can claim to have conducted a thorough trademark search, and it is this hierarchy that BOB follows to conduct its searches.