Exploring the real reasons behind the decline in search quality and what it means for your online experience
Have you noticed it too? Over the past few years, Google search quality just doesn’t feel what it used to be. Instead of instantly useful results, it seems like we’re navigating a maze of ads and SEO-driven content farms. Let’s talk about why Google search quality has been declining and what that means for us as users.
What’s Missing in Google Search Quality?
The first thing that jumps out is how much advertising has taken over the search results page. Want to find the best VPN in 2025, for instance? Your screen fills up with ads before you even get to actual reviews. And the reviews you do find? They’re often stuffed with keywords and affiliate links more than honest opinions, because the whole thing is a cycle designed for ad revenue—not your best experience.
This ad-driven model has been clashing with user experience for years. Around 2019, internal warnings from search engineers at Google suggested that pushing for higher ad revenue could harm search quality. Since then, the quality of search results has skidded uphill with an increase in spammy content, review farms, and automated article creators flooding the web.
Why Trust Is So Hard Now
One interesting trend is that more people are adding “Reddit” to their searches. Why? Because they want genuine, unfiltered comments and advice from real people, not articles crafted by marketing teams. Platforms like Reddit provide that authenticity, which Google’s algorithm seems to be failing to match.
The sad truth is that Google’s ads revenue is massive—about $76 billion in the US alone in 2023. That means on average, roughly $23 every month is being spent to sway your search results. Your attention is literally auctioned to the highest bidder. Every ad, every clickbait headline steals a little bit of your time, and let’s be honest, time’s something we can’t get back.
What Really Changed in Google’s Approach?
There’s no solid proof that Google deliberately worsened its search ranking algorithm. Spam filters still exist but keeping up with evolving spam tactics is like a never-ending arms race. Meanwhile, review farms and low-quality content are on the rise, filling up search results.
I also found it striking how even typing top websites into the address bar sometimes triggers a wall of ads before you can reach the site you intended. This isn’t just annoying; it’s a signal of just how aggressive ad placements have become.
So, What Can We Do?
I don’t think there’s a simple fix, but being aware helps. When I search now, I expect to dig through some junk to find the gold. Judging search results critically and turning to other sources for honest opinions, like forums or trusted review sites, has become part of the routine.
Also, exploring alternative search engines or adding trusted communities to your search habits can improve the quality of information you find.
Final Thoughts on Google Search Quality
Google search quality isn’t what it used to be, and it may never get back to that old magic. The simple reason is the conflict between making money from ads and providing the best user experience. Meanwhile, the internet is evolving, and how we search needs to evolve with it. Staying savvy about where we get our info may be the best hack we have.
For more on how the internet is changing, keep an eye on the ongoing conversations about the biggest tech players and their impact on what we see online.
Further reading:
– Paul Graham on the “Reddit Effect” in search
– Google’s advertising revenue and its implications
– The rise of spam and low-quality content online