People who have been using search engines since the ’90s remember seeing spam and/or irrelevant sites constantly mixed with legitimate search results. As search engine technology has evolved, it’s become harder to game the system, and search results have become a lot cleaner and more relevant. However, spam is still alive and well in the search engines.
Some people go to a lot of risk and trouble to manipulate the system. Yet in many if not most cases, it just isn’t worth it. Before I talk about some reasons why, let me start with a classic example.