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Because advertisement revenue becomes an increasing part of the revenue structure of many portals.

This rivalry becomes more and more intense, as information floods the Internet (infoglut). The identification of valuable information to the user and the ?relevance ranking? is almost impossible to be done manually, even if the user spends a lot of time reviewing material. This is why the role of the Big 3 search engines has become so central on the Internet. The ability of a site to appear in the top 10 list of a search, very much affects its chance of being visited by a user looking for a specific information. A page?s Google Pagerank is like a maturity and acceptance ranking, which affects substantially its ability to appear ahead of other pages in search results.

As soon as a portal manages to attract a User, the aim is to keep him on the site as long as possible in order to maximize the user exposure to the material advertised.
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