Search can always be improved. We knew it when I started working on Search in 1999, and it’s still true today. Back then, the Internet was expanding at an incredible rate. We had to make sense of this explosion of information, organize it, and present it in a way so that people could find what they were looking for, right on the Google results page. The work then was around PageRank, the core algorithm used to measure the importance of webpages so they could be ranked in results. In addition to trying to organize information, our algorithms have always had to grapple with individuals or systems seeking to “game” our systems in order to appear higher in search results—using low-quality “content farms,” hidden text and other deceptive practices. We've tackled these problems, and others over the years, by making regular updates to our algorithms and introducing other features that prevent people from gaming the system.