Blekko uses a search algorithm like Google’s or Bing’s but also gets humans, mostly volunteers, to identify the sites they know, trust and visit most often and to put those at the top of the search results.
“The best site may not have the best S.E.O.,” Mr. Skrenta says.
It is a Wikipedia model — or Huffington Post model — applied to search. Some people apparently will work for no pay if they are convinced that their efforts will help or influence others. Experts who care enough about a topic edit the results.