[AnimalMuppet]

May I suggest a term?

In my mind, if the web page tries to exploit knowledge of the search engine's algorithm, that's "gaming". This is done by the web page, without the deliberate co-operation of the search engine.

If the search engine is the one doing the funny business, to increase their own profit, to me that's beyond "gaming". That's... "corruption" might be the right word.

[cosheaf]

That's reasonable. Substitute "corruption" wherever I used "gaming" when referring to maximizing profits at the expense of serving useful search results.