In any given circumstance, trust is related to user intent. You trust your friend to keep a secret, you trust your business partners to act in a way that benefits the company, your wife or girlfriend trusts you be faithful.
Search engines are the cornerstones of the internet. Unlike tv channels, newspapers or radio stations which are limited in number, new websites come up daily on the web in massive numbers. People rely heavily on search engines to find websites.
Search engines which are pulling a particular site and showing it to users which are typing in queries into their address bar, will also want to make sure that they are pulling out relevant urls from their index to show to their users. Search engines find themselves competing amongst other search engines and need to maintain quality to prevent its users from switching to another search engine.
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