jeffnz: Out of curiosity I ghoogled ESTA and the frist 3 were pay sites the 4th was .gov site. I usually ignore the shaded in first few resyults as they always seem paid advertisements
The first three WERE NOT SEARCH RESULTS. They had a pink background (which appears very light in the screenshot below, so I put a box around then). Those are paid ads (not "pay sites").
Effectively the first search result was the .gov site. People click the ads thinking it's a valid search result, because Google is sneaky and make the background colours just hard to see...
