I'd never heard of TED talks, though SEO is something I know a bit about. But the format was way too slow... Hello? We're out of the middle ages. Most people are literate and reading is faster than listening. But...
Yes, Google's algorithm sorts things. Anything which sorts things could, by that definition, be conscious, whether it's a machine that sorts widgets by size by dropping them through slots, or whatever.
SEO (Search Engine Optimization) is how people try to game the system by designing a website that has the attributes which the algorithm ranks positively, while not having the attributes it ranks negatively.
The people who design the algorithm try to mimic real human interests, because more people will use a search engine that gives them the results they're looking for. But it's always a poor imitation. For example, in theory, a website should rank high if lots of people link back to it, since that means they're recommending it, talking about it, etc. So SEO experts started deliberately adding backlinks themselves, to fool the algorithm into ranking their websites as if they were popular. Combine lots of tricks like that, and that's SEO.
Commercial websites (made-for-Adsense blogs, content farms, etc.) were getting too good at fooling the algorithm, so in its ongoing efforts to improve, Google recently instituted the Panda updates to try to make original, authoritative sites rank higher. They've also been trying to use even more user input, and now have added the +1 feature that they're pushing, to compete with Facebook's "like."
But this isn't some strange mystery; it's pretty mundane sorting, really, and the very fact that something like SEO exists, shows the artificiality of the algorithm and how it can be gamed.
The whole idea of memes reminded me of Charles Mackay's
Extraordinary Popular Delusions and the Madness of Crowds. He wrote about an era long before the internet, where memes still spread, flourished and declined. For example, he described how catch-phrases would go viral, as we'd say, in the 19th century. "London is peculiarly fertile in this sort of phrases, which spring up suddenly, no one knows exactly in what spot, and pervade the whole population in a few hours, no one knows how."
So there must be something basic in our brains that makes us want to share and spread memes and make them "go viral." The internet is just another tool to help us do it.