Pagerank. Basically rather that just showing you results that happened to match the words that you searched for, Google would arrange the pages in order of “importance”. The way it determined this was how many other pages were linking to that page and how ”important“ those pages were. So if the New York Times website was considered important, and it linked to your website for some reason, that would make your website important as well. This algorithm has changed quite a bit since then, but that was how it originally worked.
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