Is Google Search getting worse?

Marissa Mayer, the former CEO of Yahoo, was Google’s 20th employee and the one-time leader of its search team, said Google is concerned about the declining quality of the web.

The comments were made on a recent Freakonomics podcast episode that looked at whether the quality of Google search has declined over the years. The episode also featured comments from former Google executives like Sridhar Ramaswamy, who was the head of its search advertising business and left in 2018, as well as Jeremy Stoppelman, the CEO of Yelp.

Issues with search. Some issues that Google is facing regarding search are about the declining quality of search results and the need to include search terms like “Reddit” in a query to find answers written by humans. Among the issues has been the increase of AI-generated pages, which are able to game Google’s algorithm to appear near the top of search results, even if the pages are of middling quality. Google has tried to combat the problem by updating its search algorithm and filtering out pages it deems “unhelpful.” 

What Google says. Mayer said, “I do think the quality of the Internet has taken a hit.” “When I started at Google, there were about 30 million web pages, so crawling them all and indexing them all was relatively straightforward. It sounds like a lot, but it’s small. Today, I think there was one point where Google had seen more than a trillion URLs.”

When asked if URL inflation was responsible for worse search results, Mayer responded “When you see the quality of your search results go down, it’s natural to blame Google and be like, “Why are they worse?” To me, the more interesting and sophisticated thought is if you say, “Wait, but Google’s just a window onto the web. The real question is, why is the web getting worse?”  

Google’s solution. One way Google has tried to fight the overall decline in quality is by supplementing its index of a trillion web pages with some content of its own. If you ask a simple question about cooking or the age of some politician or actor, or even what’s the best podcast, you may see what Mayer calls an “inline result,” or what Google calls a “featured snippet.” It’s a bit of text that answers your question right there on the search results page, with no need to click on a link.

Mayer’s response? “I think that Google is more hesitant to send users out into the web. And to me that points to a natural tension where they’re saying, ‘wait, we see that the web sometimes isn’t a great experience for our searchers to continue onto. We’re keeping them on our page.”

The ads side. In response to the host referencing a famous quote about advertising income providing an incentive to provide poor-quality search results, Google Search VP Liz Reid responded “we take great pride in not only trying to provide high-quality results but ensuring that they are not influenced by ads. So we have a very strong culture that has lasted my entire time that says whether or not you’re an advertiser, does not allow you to change the results we show. You cannot pay us to change how you show. Those results are very pure, and we go to great lengths to ensure that that is the case. And so the quality of the search we provide is run separately from the ads to do that. Relevant ads are actually quite helpful to people and people often click on them and if they don’t click on them, they disappear. We don’t get paid if people don’t click on the results, it’s not we just get paid for showing them. But fundamentally, what we can do with the search results isn’t affected by the ads. We build out our search results separately.”  

Dig deeper. You can listen to the entire Freakonomics episode here.

Why we care. Google makes about 80% of its revenue from advertising. But if search results are low quality, users will go elsewhere, like TikTok. It’s easy to see how the need to stay relevant could be costing them in the long run. What do you think?

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About The Author

Nicole Farley is an editor for Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA and a penchant for true crime, podcasts, travel, and snacks.