As someone who has relied on Google for nearly two decades to find everything from obscure trivia to life-changing information, it’s tough to admit: Google’s search quality is not what it used to be. What was once the shining example of digital efficiency has become a maze of irrelevant results, clickbait, and AI-generated content. And it’s becoming harder to ignore.
When the First Result Leaves You Scratching Your Head
Here’s an example that’ll make you rethink Google’s relevance. I recently searched for British actor David Tennant—famous for his roles in Doctor Who, Broadchurch, and Good Omens. Now, you’d expect the first search result to be either an official website or, at the very least, a Wikipedia page. But no. Instead, Google presented a link to a site called “AstrumPeople,” which, with less than 100 followers on X (formerly Twitter), appears to be a generic, poorly curated site that scrapes Wikipedia content, runs it through an AI to tweak some wording, and adds a random image. That’s it. No unique insight, no real photo of Tennant—just recycled, unoriginal content.
The real issue isn’t that this site exists; it’s that it’s ranking #1 on Google. There are far more credible, established sources that should have taken that spot. If this is what we’re getting from the top result, it’s hard not to wonder where Google’s priorities have shifted.
The Worsening Quality of Google Search
This isn’t an isolated incident. The frustration with Google’s search results has been mounting for some time now. In March 2024, Le Monde published an article titled, Are Google’s Search Results Getting Worse? In response, Google promised that its next algorithm update would focus on reducing low-quality content and improving the overall relevance of results. But here’s the thing: while Google’s algorithm is constantly evolving, the problem seems to persist. The first page often feels like a chaotic mishmash of SEO-optimized pages and articles that skirt the line of actual usefulness. Google seems unable to separate the signal from the noise.
In English-speaking countries, savvy users have been adding terms like “wiki” or “reddit” to their searches to get more reliable, human-curated information. By doing so, they push Google’s results toward more direct, community-driven content—less polished but often more genuine. The fact that people need to use hacks just to get decent results speaks volumes about Google’s current quality.
Is Google Suffering from “Enshittification”?
There’s a term gaining traction in digital circles: “enshittification.” Coined by Canadian journalist Cory Doctorow, it describes the gradual degradation of a service once it becomes dominant. Initially, a platform or service works well, attracting a loyal user base. But as it grows, its model shifts—companies, attracted by that massive audience, push for increased monetization through ads and other forms of commercialization. As a result, the quality suffers. Google is no exception.
This process typically unfolds in three phases. First, the service operates without a clear profit model, relying on innovation and user satisfaction to thrive. Second, once it achieves massive scale, it monetizes aggressively, prioritizing ads and corporate interests over the user experience. Finally, after hitting its peak, the platform starts to degrade in quality, as its leadership focuses more on generating revenue than maintaining service excellence. This is what we’re seeing with Google: a company that once revolutionized how we find information, now seems more concerned with revenue from advertisers than with delivering high-quality search results.
This “enshittification” is not unique to Google. Many tech giants have followed the same path. Facebook, Instagram, and even Amazon, once user-centric services, have all been accused of diluting their offerings to maximize profit. The story is the same for platforms like Uber and Airbnb—what once was innovative is now bogged down by excessive ads and lowered quality.
The Rise of Alternative Search Tools
So, where does this leave us? While many continue to use Google out of habit or necessity, there’s a growing trend of people seeking alternatives. Platforms like TikTok and even ChatGPT have emerged as new go-to tools for discovery. ChatGPT, in particular, with the recent introduction of its ChatGPT Search feature, is slowly becoming a viable alternative to traditional search engines. These newer platforms emphasize human engagement and more personalized experiences, something Google has struggled to maintain in recent years.
It’s not that Google can’t still deliver useful results—it’s that, more and more, it’s hard to trust that the first result is the best one. And if this decline continues, we may see users turning to other services with fresh eyes, searching for something more aligned with their needs rather than simply following what the algorithm dictates.
The problem is clear, and unless Google shifts its focus back toward genuine, high-quality content, it may find itself playing catch-up in a rapidly evolving digital landscape. As users, we’re left hoping for a return to the search engine that once felt like a reliable guide to the world’s knowledge. Until then, we’ll keep searching—perhaps a little more carefully.
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Felix Marlowe manages Belles and Gals’ vibrant social media platforms. With expertise in social engagement and viral marketing, Felix creates content that sparks conversation and keeps followers coming back for more. From celebrity news to trending challenges, Felix makes sure our social media stays at the forefront of pop culture.
