Is Google Dying? Or Did the Web Grow Up?

Google is still useful for many, but the harder question is why its results feel more sterile than they did five years ago. From a report: SEO expert Marie Haynes's theory is that this is the result of Google trying to crack down on misinformation and low-quality content -- especially around consequential search topics. In 2017, the company started talking publicly about a Search initiative called EAT, which stands for "expertise, authoritativeness, and trustworthiness." The company has rolled out numerous quality rater guidelines, which help judge content to determine authenticity. One such effort, titled Your Money or Your Life, applies rigorous standards to any pages that show up when users search for medical or financial information. "Take crypto," Haynes explained. "It's an area with a lot of fraud, so unless a site has a big presence around the web and Google gets the sense they're known for expertise on that topic, it'll be difficult to get them to rank." What this means, though, is that Google's results on any topic deemed sensitive enough will likely be from established sources. Medical queries are far more likely to return WebMD or Mayo Clinic pages, instead of personal testimonials. This, Haynes said, is especially challenging for people looking for homeopathic or alternative-medicine remedies. There's a strange irony to all of this. For years, researchers, technologists, politicians, and journalists have agonized and cautioned against the wildness of the internet and its penchant for amplifying conspiracy theories, divisive subject matter, and flat-out false information. Many people, myself included, have argued for platforms to surface quality, authoritative information above all else, even at the expense of profit. And it's possible that Google has, in some sense, listened (albeit after far too much inaction) and, maybe, partly succeeded in showing higher-quality results in a number of contentious categories. But instead of ushering in an era of perfect information, the changes might be behind the complainers' sense that Google Search has stopped delivering interesting results.

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