“First came SEO gurus and growth hacking. Then came ads, targeted results and sponsored positions. Then Google itself started playing dirty tricks and manipulating search results, and its monopolistic powers over what is seen and what isn't have resulted in lower-quality search results. Before we knew it, search results couldn't be trusted. These days, you have to scroll an entire page to find the first result that wasn't sponsored, gamed or put there by Google itself.
The fundamental concept that something at the top of search results was the best option — something that made Google so well-used that it coined the term "just Google it" — has been dismantled.”
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Trend Mill 23 / The Slow Demise of Google Search