http://www.trafficgenerationcafe.com/how-google-works-relevance/ This is my best shot at responding to the numerous questions I get that sound something like this: “Why is a particular site ranking higher for a search query than mine, when on the surface of things, our sites are equal in terms of links and other signals or my site is even better?” Source: http://www.google.com/insidesearch/howsearchworks/thestory/