Les,
unfortunately when it comes to Egos the order that you determine is normally 
only roughly related to the order desired.
Thus, though I like the idea of looking into a bio and determine ranking by 
wording, it may be more advisable to let the Attorneys (or whomever) determine 
their own rankings by practice area and keywords among themselves and you 
staying safely out of the fight.
Then you can establish a ranking by subject (keywords) table:
Attorney
Subject
Ranking 

You should be able to easily join and display the list by Ranking (high to low) 
and last name.

Cheers,
Bilal 

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