The digital landscape is ever-changing, and nowhere is that more evident than in the world of search engines. For years, Google was the undisputed champion of delivering high-quality, relevant results. But lately, something feels off. Search results that were once sharp and authoritative now feel … good enough. Or, as we’ve come to call it—”Goog enough.”
So how did we get here? The answer is long and complex, a mix of algorithm shifts, industry changes, and unintended consequences. Let’s dive into what’s happening and why search has evolved (or devolved) into its current state.
The Brand Algorithm
Google’s reliance on brand recognition has significantly shaped search results. Instead of rewarding the best content, Google increasingly favors well-established brands. The assumption? If a big name says it, it must be trustworthy. But this creates a feedback loop where smaller, high-quality sources struggle to compete, limiting diversity in search results.
Implicit User Feedback
Search engines use implicit feedback—like click-through rates and time spent on a page—to refine rankings. But this data isn’t foolproof. People often click on results that are flashy rather than substantive, causing Google to misinterpret what truly satisfies a query. Over time, this has led to a decline in quality as the algorithm prioritizes engagement metrics over depth.
Experts On Everything
Google wants to surface expert opinions. But the challenge? Many sites now aim to be authorities on every topic imaginable, even when they lack real expertise. Large media companies use AI-generated content or assign generalist writers to cover highly technical subjects. The result is surface-level content that ranks well but lacks real value.
Unintended Consequences
Each algorithm tweak is meant to improve search. But every change also has unintended consequences. Updates designed to combat spam sometimes penalize legitimate sites. Efforts to promote trustworthy sources can inadvertently suppress niche experts. These well-intentioned changes often lead to frustration for both users and content creators.
Weaponized SEO
Search engine optimization (SEO) was supposed to help good content get discovered. Instead, it has become a battlefield. Black-hat tactics, keyword stuffing, and AI-generated fluff are flooding search results, making it harder to find genuinely helpful content. Google tries to fight back, but the arms race continues.
The Dark Forest
A growing number of internet users are turning away from traditional search. Instead of Googling, they seek answers in private communities like Discord, Reddit, and Facebook Groups. These “dark forest” spaces allow for nuanced discussions and personalized recommendations—something Google struggles to provide.
Mix Shift
As the internet evolves, the mix of content has shifted. Short-form video, social media posts, and AI-generated summaries now compete with traditional web pages. This shift affects how information is consumed and, in turn, how Google ranks content.
Information Asymmetry
Google’s ranking system is opaque. We don’t know exactly why one page ranks higher than another. This information asymmetry means that content creators must guess what works, often leading to frustration when strategies that once succeeded suddenly fail.
Incentive Misalignment
Google’s ultimate goal is to serve users. But it’s also a business driven by ad revenue. When organic search results take a backseat to paid placements, the experience suffers. This misalignment of incentives has led to an increasingly cluttered search landscape.
Enshittification
Over time, many platforms deteriorate as they prioritize monetization over user experience. Google is no exception. More ads, more sponsored content, and more clutter dilute the once-pristine search experience.
Ad Creep
Ads are taking over search results. What used to be a few clearly marked ads at the top has expanded into a near-invisible mix of sponsored content and organic results. Users now have to scroll further to find genuine, non-paid answers.
Context Switching and Cognitive Strain
Users searching for information now encounter AI-generated summaries, featured snippets, ads, and multiple distractions. This fragmented experience forces the brain to work harder, leading to cognitive strain. Instead of a seamless search journey, users feel bombarded with information they didn’t ask for.
Clutter
Search results pages are more cluttered than ever. With shopping carousels, video snippets, “People Also Ask” sections, and AI-generated answers, the clean simplicity of old-school search is gone. Navigating results has become a frustrating experience.
Google’s Organizational Structure
Big companies move slowly, and Google is no different. Bureaucracy, competing priorities, and risk aversion make it difficult to execute meaningful change. While users see search results deteriorating, internal decision-making processes often prevent swift course corrections.
The ChatGPT Effect
With the rise of AI-driven tools like ChatGPT, users now have an alternative to search engines. Instead of wading through pages of results, they can get direct answers in conversational form. While AI has its own limitations, its efficiency is reshaping how people seek information.
Groundhog Day
Every few months, Google rolls out an update promising to improve search quality. Yet, the same problems persist. Content creators scramble to adapt, only to find themselves in the same cycle when the next update hits. The search experience remains in a frustrating state of flux.
Editorial Responsibility
As Google increasingly acts as an information gatekeeper, it faces an ethical dilemma. Should it intervene in what content gets surfaced? Should it rank authoritative sources higher, even at the expense of alternative viewpoints? Striking the right balance between free information and responsible curation is a challenge that remains unresolved.
Food Court Search Results
Today’s search results often resemble a food court: a chaotic mix of different offerings, with no clear signal of what’s best. Instead of neatly organized and relevant answers, users are bombarded with AI-generated summaries, discussion forum snippets, and news headlines—all vying for attention.
From Goog Enough to Great
Search engines aren’t going away, but their evolution is at a crossroads. Will Google reclaim its throne as the ultimate source of quality information? Or will users continue seeking alternatives in AI, social communities, and niche platforms?
While the future remains uncertain, one thing is clear: “Goog enough” isn’t enough anymore. Users demand better, and as the digital landscape shifts, the search experience will have to evolve once again.
