Nathana Rebouças
There has been a global outcry regarding the diminishing quality of Google’s search results, as backed by recent studies and user experiences.
A year-long study conducted by researchers from Leipzig University, Bauhaus-University Weimar, and the Center for Scalable Data Analytics and Artificial Intelligence in Germany, pointed to the prevailing issue of SEO spam as a leading cause.
In their study investigating 7,392 product review queries across Google, Bing, and DuckDuckGo, they discovered a proliferation of SEO spam sites cluttering the upper echelons of search results. These sites, specifically designed to manipulate search engine algorithms, contribute significantly to the dip in search result quality.
The researchers described their findings as a “constant battle” and a perpetually lost “cat-and-mouse game.” They regularly noted trends of review spam infiltrating and subsequently getting tossed out from search results. Despite acknowledging slight improvements in Google’s search results, the pervasive presence of spam-oriented content was undeniable across all the examined search engines.
SEO, or search engine optimization, is at the crux of the problem. This practice, devoted to earning higher search engine rankings, often sidelines mechanisms to ensure the delivery of quality, beneficial information to users.
Beyond SEO spam, Google’s search quality faces criticism for other reasons. Updates in Google’s search algorithm, favoring video content at the expense of reference websites like dictionaries, lyrics portals, and wikis, have drawn flak from users. Efforts to suppress “misinformation” or “biased” content have further fuelled claims of degenerating search quality.
Former Yahoo CEO and erstwhile Google search team leader, Marissa Mayer, suggests that the falling quality of search results mirrors the decline in overall web quality. However, this perspective finds little resonance in the face of mounting evidence and public consensus that points to a significant deterioration in the quality of Google’s search results over time.
As concerns about Google’s search quality continue to spike, it remains to be seen how the tech giant responds to these criticisms and takes steps to enhance users’ search experiences. With the digital world heavily reliant on data accuracy and relevance, it is pivotal for search engines to deliver top-tier quality search results—a standard that, according to these findings, may currently be in jeopardy.
