All search engines, to varying degrees, analyze links in calculating the relevancy of a page for a particular query. Seed the Web with enough links pointing to the same site using the same anchor text, and you alter the search results. The effect is magnified with less popular search phrases, since there are far fewer competing links.

Some Google bombs may have been accomplished with as few as 20 links. What is important is not the number of links, but rather the popularity of the sites doing the linking and the relative obscurity of the search term.

I wonder if us UK bloggers should do that for Blair, something on the lines of 'big liar.'

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Other title(s) for this story: Engineering Google Results to Make a Point