In the beginning, search engines were crap. I don't mean to knock the pioneers, but they simply relied too heavily on what webmasters said their websites were about. That's why porn sites ranked for searches like, "the whitehouse." People are shameless - if they can scam their way into money, you'd better believe they'll do it. Follow the incentives. When Google came onto the scene, touting founder Larry Page's new PageRank metric, things changed.