As an anegdote: before google I was asked to show the internet to my grandmother. So I asked her what she wants to search for. She asked me about some author, let's say William Shakespeare - guess what did the other search engine find for me and my grandma: porn...
Certainly not when they won.
They were better. Basic PageRank was better than anything else. And once they figured out advertisement, they kept making it better to seal their dominance.