The question though is how do you do a useful search without having some kind of algorithmic answer to what you think the user will like. Explicit user or exact

The question though is how do you do a useful search without having some kind of algorithmic answer to what you think the user will like. Explicit user or exact match strings are simple but if I search "cats" looking for cat videos how does that list get presented without being a curated list made by the company?