Long time ago, I worked for GE. I was asked to do a web search on a company GE was thinking of acquiring. At the end of the list of sites my searches returned, I found two that looked to be pure porn. I wondered just why they'd been found. So, I wrote down the site URLs (not going to risk my job by going to a porn site at work!) and checked them out at home.
It turned out that the name of the company I was searching for was also part of a male porn star's name. The rest of the key words? Well, I went into each web site and dumped the key words. Would you believe EACH one had about 13 PAGES of key words, all in small font? The key words included sports names, Hollywood names, blocks of text from newspaper articles, and a lot of extracts from on-line dictionaries. Just about any search would have returned those sites.
Remember, too, every time you visit a site, the site owner gets paid by the advertisers whose ads on that site. So, the site owners will do almost anything to lure you to their site.
CD