Is Google getting worse? Increased advertising and algorithm changes can make it harder to find what you’re looking for


Over the past 25 years, the name “Google” has become synonymous with the idea of ​​searching for anything online. In the same way that “to Hoover” means to use a vacuum cleaner, dictionaries have recognized “à Google” as meaning to undertake an online search using any available service.

Old competitors like AltaVista and AskJeeves are long gone, and existing alternatives like Bing and DuckDuckGo currently pose little threat to Google’s dominance. But moving our web search habits to a single provider comes with significant risks.

Google also dominates the market for web browsers (almost two-thirds of browsers are Chrome) and web advertising (Google Ads has an estimated 29% share of all digital ads in 2021). This combination of browser, search and advertising has generated considerable interest from antitrust and competition regulators around the world.

Leaving business interests aside, is Google really effective when we Google? Are search results (which clearly influence the content we consume) giving us the answers we want?

Advertising giant

Over 80% of Alphabet’s revenue comes from Google advertising. At the same time, around 85% of global search engine activity goes through Google.

It is clear that there is a significant business advantage in selling advertising while controlling the results of most web searches undertaken around the world.

This is clearly seen in the search results. Studies have shown that Internet users are less and less willing to scroll the page or spend less time on content below the “fold” (the content limit on your screen). This makes the space at the top of the search results more and more valuable.

In the example below, you might need to scroll down three screens before you find actual search results rather than paid promotions.

In a simple Google search (for ‘buy shoes’), you have to scroll down to find the results.
Author provided

While Google (and indeed many users) may say that the results are always useful and save time, it is clear that the design of the page and the emphasis placed on paid ads will influence behavior. All of this is reinforced by the use of a pay-per-click advertising model based on enticing users to click on the ads.


Google’s influence extends beyond web search results. Over 2 billion people use Google-owned YouTube every month (counting just logged in users), and it is often considered the number one platform for online advertising.

While YouTube is as ubiquitous for video sharing as Google is for search, YouTube users have one option to avoid ads: pay for a premium membership. However, only a tiny fraction of users opt for the paid option.

Why are there so many ads on YouTube lately?

Evolving needs

The complexity (and expectations) of search engines has increased over their lifetimes, in line with our reliance on technology.

For example, someone who is trying to explore a tourist destination may be tempted to research “What should I do to visit the Simpsons Gap”.

The Google search result will show a number of results, but from the user’s perspective, the information is spread across multiple sites. To get the desired information, users have to visit a number of websites.

Google is working to bring this information together. The search engine now uses sophisticated “natural language processing” software called BERT, developed in 2018, which attempts to identify intention behind a search, rather than just searching for text strings. AskJeeves tried something similar in 1997, but the technology is now more advanced.

BERT will soon be replaced by MUM (Multitask Unified Model), which tries to go further and understand the context of a research and provide more detailed answers. Google claims that MUM is perhaps 1,000 times more powerful than BERT, and is capable of providing the kind of advice a human expert might give for questions without a straightforward answer.

Introducing the unified multitasking model of Google MUM.

Are we now locked into Google?

Considering Google’s market share and influence in our daily life, it may seem impossible to think of any alternatives. However, Google isn’t the only show in town. Microsoft’s Bing search engine has a modest level of popularity in the United States, although it will struggle to escape the Microsoft brand.

Another option that claims to be ad-free and ensures user privacy, DuckDuckGo, has attracted growing interest – perhaps helped by association with the TOR browser project.

While Google may dominate with its search engine service, it also covers artificial intelligence, healthcare, autonomous vehicles, cloud services, computing devices, and a plethora of home automation devices. While we may move away from Google’s grip on our web browsing activities, a whole new range of future challenges for consumers are looming on the horizon.

Read more: Robot takes the wheel: Waymo launched an autonomous taxi service

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