Picking a university is a tense period of asking yourself which institution is most relevant. That's why university rankings play such a vital role in students searching for their next academic direction. Rankings are also an inescapable part of the reputation and brand image of universities. "No university website is complete without the claim to be in the top 100 for something  or other," reported the BBC. The reason is simple: Rankings help them to attract students, staff and research investment.
Currently there are numbers of university rankings, and each has its own list of criteria. But the main categories are the same: academic reputation, graduates' performance and faculty resources.
However, experts point out the ranking process isn't entirely reliable. Mark Kantrowitz, a US financial aid researcher, said university rankings were mostly just for show. He wrote in The New York Times. "It may give your parents better bragging rights, but that's about it."
Moreover, it's not difficult to see the limitations of university rankings. Many rankings focus on the number of times research work is cited (引用) by other researchers. It helps British and US universities to dominate global rankings because English is the favored language of academia, John O'Leary, a member of the QS academic advisory board, told The Gunrdian,.     Also, rankings such as QS mainly focus on the qualities of the university rather than its students. "Any university ranking is likely to help students make better decisions about where to study, but the need to balance them with other more human factors is also important," said Phil Moss, an education and admissions consultant.  "Advice from graduates or current students can be as valuable in providing a genuine insight into the experience or quality of a particular degree program. It can also add an element that rankings can never convey-the actual emotion of a university experience."
Why do universities consider rankings important?

A．Rankings make them more appealing.

B．Rankings are students' only reference.

C．Rankings can increase their academic level.

D．Rankings help them complete their websites.

What does the underlined "It" in paragraph 4 refer to?

A．Acadenuc research work.

B．The number of researches.

C．The way of ranking universities.

D．The limitation of university ranking.

According to John O'Leary, what helps British and US universities rank well?

A．The wide use of English in academia.

B．Their outstanding qualities.

C．Their graduates' excellent performance.

D．The academia's favor to them.

Besides ranking, what does Phil Moss suggest you should refer to if you're picking a university?

A．Investment in education.

B．Guidance from professors.

C．Information on websites.

D．Suggestions from students.