 We have already noted that some technically-savvy individuals and organizations have figured out various strategies for “gaming the system”—i.e., positioning their sites higher in the schemes used by search engine companies to generate results (see, for example, Goodwin 2018). These schemes are commonly referred to by “insiders” as instances of SEO, or Search Engine Optimization, and we briefly consider what can now be regarded as a classic SEO ploy. Some organizations and individuals had effectively used HTML meta tags and keywords (embedded in HTML source code) to influence search engine companies to give their sites higher rankings in the ordering schemes for their respective categories of search. Eventually, however, search engine companies recognized the manipulative aspects of these HTML features and began to disregard them in their ranking algorithms (Goldman 2008).