> On perhaps Google is linking pages based on how searchers move around the web. For example, a searcher might first search for the phone numbers and not find w

> On perhaps Google is linking pages based on how searchers move around the web. For example, a searcher might first search for the phone numbers and not find what they’re looking for, so they search for something like the article title, and end up on the article. Google might see a high enough proportion of users behaving this way, and decide to save them the trouble of performing the second search. Or - way simpler - maybe a link to the page at the text "4843218317" on it.