https://www.google.com/search/howsearchworks/algorithms/ Quality of content Beyond matching the words in your query with relevant documents on the web, Search algorithms also aim to prioritize the most reliable sources available. To do this, our systems are designed to identify signals that can help determine which pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic. > you are not smart enough to know what you really want to see ... We look for sites that many users seem to value for similar queries. For example, if other prominent websites link to the page (what is known as PageRank), that has proven to be a good sign that the information is well trusted. Aggregated feedback from our Search quality evaluation process is used to further refine how our systems discern the quality of information. > We control what you see http://infolab.stanford.edu/~backrub/google.html