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In 1998, two graduate college students at Stanford College, Larry Web page and Sergey Brin, produced "Backrub", a internet search engine that relied with a mathematical algorithm to rate the prominence of web pages. The amount calculated with the algorithm, PageRank, is often a functionality of the amount and toughness of inbound backlinks.

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Search engines may possibly penalize web-sites they discover making use of black or gray hat procedures, possibly by decreasing their rankings or removing their listings from their databases entirely. These penalties can be applied either instantly by the major search engines' algorithms or by a handbook web page review.