  Many organizations now use a different kind of strategy to achieve a higher ranking for their sites—one that takes advantage of the (general) formulas currently used by major search engine companies. Blanke (2005, 34) notes that in Google’s algorithm, Web pages “achieve a better ranking if they optimize their relationship within the system of hubs and authorities.” Whereas “authorities” are Web pages that are “linked by many others,” hubs “link themselves to many pages.” Diaz (2008) points out that highly referenced hubs will have the highest Page Ranks. So Web site owners and designers who know how to exploit these factors (as well as how to use various SEO-related schemes) to manipulate ranking in search engine results will have the highest ranked sites. Diaz also notes that these sites “tend to belong to large, well-known technology companies such as Amazon and eBay,” while “millions of typical pages…will have the lowest ranking.” Thus, it would seem that the kind of search engine bias identified by Introna and Nissenbaum that, whereby certain Web sites are systematically included/excluded in favor of others, will not necessarily be eliminated simply by resolving conflicts related to paid advertising in the context of search engine companies. In all likelihood, organizations will continue to figure out ways to use SEO-related techniques to achieve a higher ranking for their sites and thus gain better exposure on search engines, especially on Google. As Hinman (2005) puts it, “Esse est indicato in Google (to be is to be indexed on Google).”