Google search is powered by algorithms. Computers slice and dice data looking for signals that a web page is more or less interesting than other web pages for a given query. PageRank is a big part of this, where Google looks at inbound links to a site as well as the text relevant to that link. But Google also uses lots of other signals to determine the relevance of a web page. They have to, because PageRank on its own is infinitely gameable. If no one ever tried to game search results PageRank would work just fine. Inbound links are simply votes for various web pages. If you take the authority of the site linking into account, it makes for really good search results. That's why Google was so great in 1999, when there was less incentive to game search results, and less expertise by the people doing it. But today all that's changed. There's a feeling that Google's algorithm is falling further and further behind the very motivated people and companies out there fighting that algorithm. It's an arms race, and Google is losing that arms race.
Source: http://feedproxy.google.com/~r/Techcrunch/~3/3qLIB8Z1eCQ/
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