Why Google Search Is Failing You — And What You Can Do About It

If it feels like finding useful information online is harder than ever, it’s not your imagination. Google search has changed — and not for the better.

Google search has been a staple of internet navigation for decades, but users increasingly report that it’s not as helpful as it once was. Sponsored ads dominate the search results, pushing genuinely useful information further down the page. While ads are a primary revenue driver for Google, the experience for everyday users has deteriorated.

We’ll break down why Google Search is failing, and how it could be causing business-critical information to be missed.

The Rise of Ads Over Organic Content

It’s hard to ignore the sheer number of advertisements now occupying the top spots of search results. Previously, sponsored content was clearly highlighted, making it easy to distinguish from organic results.

Today, ads blend seamlessly with search results, often taking up the entire screen on mobile devices. This means businesses are compelled to pay for visibility, creating a ‘pay-to-play’ environment.

We searched for a landscaper in the Boston area, which revealed sponsored service providers and Google’s AI overview as the first results. It obscures organic results and prioritises those who can pay.

This means that identifying businesses registered online has now become more difficult. A simple due diligence search to identify red flags around a business name could be obscured by a plethora of ads and inaccurate information making it harder to identify the correct subject.

Manipulated Search Results and Poor-Quality Content

Search Engine Optimization (SEO) has evolved into a multi-billion-dollar industry, with websites employing aggressive tactics to climb the rankings. Many articles are now optimized for clicks rather than quality, leading to a sea of low-value content. Companies push affiliate links and use outdated product recommendations just to earn commissions, undermining user trust.

When you’re trying to find key information on an industry or need help understanding business jargon, Google’s bias toward SEO-optimized articles now makes it harder to find accurate and original content that genuinely adds value.

The Impact of AI Summaries

Google’s recent integration of AI summaries into search results has further exacerbated the problem. While AI-generated overviews can provide quick answers, they sometimes lack accuracy and context. Additionally, AI-generated content relies heavily on existing web material, yet it diverts traffic away from the sources. This creates a negative feedback loop where reputable publishers receive less traffic and fewer incentives to produce quality content. In Google’s own AI-generated words:

“Google AI Overviews are generative AI summaries that appear prominently in Google Search results, offering a quick overview of a topic by synthesizing information from multiple sources, often before organic listings.”

The Issue of Takedown Notices

Another contributing factor is Google’s response to takedown notices. Under legal obligations like the Digital Millennium Copyright Act (DMCA) and regional copyright laws, Google frequently removes content from search results.

While intended to protect intellectual property, the system is often exploited. Competitors or malicious actors can file false takedown requests to remove legitimate content, further skewing search results.

Geographic Influence on Search Results

Google’s search results are also significantly impacted by geographic location. Different regions experience variations in search rankings based on local regulations, censorship laws, and content availability. For instance, content that is accessible in one country may be restricted in another. Additionally, Google may prioritize region-specific results, leading to inconsistencies in the information users receive.

What does this mean for your business?

Relying solely on traditional search engines may result in incomplete or outdated information, exposing your business to unforeseen risks. To stay ahead, it’s important to understand how Google’s search algorithms work and how you can get the most out of a Google search. Alternative search engines that offer different indexing methods and privacy features, providing access to unique datasets and perspectives, are also an option.

Google’s search decline is a reminder that the digital landscape is constantly evolving. While it remains a dominant force, the reliance on ad revenue and AI integration has compromised the user experience. By staying informed and adaptive, businesses can navigate these challenges and continue to thrive online.

At Neon, we are constantly trying to understand how information is evolving and how we can access the most relevant and accurate insights. By combining advanced search strategies with open-source intelligence (OSINT) techniques, we help our clients uncover critical information that might otherwise remain hidden. This includes analyzing data from niche databases, social media platforms, and regional news outlets to fully understand potential opportunities and risks.

By Muhammad Shuwekh