Pretty much take it at face value. The custom search is a Google product. And Google's search is subject to the programming of Google's algorithm ... which changes from time to time.
What does not change is that Google hits aren't based on the best selection (i.e. -- the most relevant/logical choice) ... it's literally based on popularity. So for instance... if I use the custom search for categories, and I type in slave-owner... It will serve me up the slave owners specifically in Virginia at the top of the list. There's no alphabetical sense to it... Google gives me that hit because that particular page has grabbed the most traffic.
So with any custom search, if we type in say... a particular last name, the most popular person with that last name (i.e. -- the person whose gained the most hits), will be the first seen. This is okay... but it can be problematic when we get to names like John Smith. That's when we we want to be more specific in our searches with dates, locations, biographical info, etc...
I want to add something important here... WikiTree has one significant advantage that I absolutely adore. The VITALS section of every profile uses "MICRODATA". Without boring everybody... that basically boosts the ranking of every profile page. In fact, I personally believe that because we have the luxury of this awesome technical feature... it's not necessary to repeat that information in the biography text section.
I might go one step further and say... I'm even against repeating that info [word for word]... because Google demotes a page for redundant content.
However, consistency is the recommended approach by the staff, and our Style Standards are meant to support that... [This helps the members get up and running without having to be SEO gurus.]... So it's okay that members do, especially since it may be the only info they know about an ancestor. So the key is then to REWORD that info or list it out in a different manner, so Google doesn't bust the page.