There are 433,000 websites competing in this experiment for the words "coolest guy in australia" in this experiment, at least according to everyone's favourite search engine.
Why do Google give a first page result for Wikipedia's page on cool? Not because a person at google decides what's best for each word searched for each page, rather because their algorithm is designed to automatically make the "authority" of any given subject top results.
Google's algorithm consists of 300 factors to determine who an authority is on a given search term.
I've screwed the time stamps. Welcome to the jumble. It gets worse here everyday?