Google is perhaps the only engine that is known for consistent, predictable crawling. It takes almost a week to cover the available web, and another week to calculate PageRank for every page. Google's main update cycle was about 30 days, which some found was too slow to keep current for users of news sites. To combat this, in 2001 they began a second "freshbot crawl" -- at first for news sites, but then for many popular sites, including blogs, which users sometimes check every day. Results from each crawl are mingled together, giving the searcher an impression of freshness. Since May 2003, the monthly deep-crawl cycle has been replaced with an enhanced "fresh" crawl that is more or less continuous throughout the month.

 Which presented a problem, Google’s computers were pretty good at checking relevancy, but they had been pretty poor at measuring the quality of the web page. So, to combat this they began to rely on information from humans. In other words, they felt that if a site had received a link to a web page from a site run by humans then the content should be considered good. Therefore would warrant inclusion in their engine.

Another boost to Google’s status came when new guidelines were issued by the U.S. Federal Trade Commission. These guidelines recommended that any ranking results influenced by payment, rather than by impartial and objective relevance criteria, should to be clearly labeled as such in the interests of consumer protection. Therefore any algorithm, such as PageRank, that can reasonably be considered objective, will remain an important tool for web searching.