The first name of this company's search engine was Backrub, as it analyzed the back links pointing to websites
[DOC] [TLE] The Anatomy of a Search Engine - Stanford InfoLab [PAR] The Anatomy of a Large-Scale Hypertextual Web Search Engine ... We chose our 
system name, Google, because it is a common spelling of googol, .... has been 
applied to the web, largely by counting citations or backlinks to a given page.