Google doesn't care about searchers.

The search engine provides enough value in its product to keep most of the internet dependent on it. Don't get me wrong. I love Google. I find SEO fascinating. For the most part, it's an incredible product.

But it's also a business that cares about making money more than everything.

Ads undermine the credibility of the product

When you search, most results will include 3-4 ads before you see an organic option.

That's actually gotten worse over the years. Sure, Google needs to make money. But the majority of users will click one of the first 3 results they see. The ad label blends in with the listing. It's intentionally deceptive.

Unless you're aware of ad placement, you won't avoid them. It's even worse for eCommerce results where sponsored placement is more pervasive.

Google should reduce ads at the top of the page. They're not going to, but they should.

Label content that's paywalled, Google

Have you ever clicked a link on Google only to be dropped into an article with a paywall?

News publishers and content creators need to monetize their content, but it's an awful experience for the user.

Nobody wants to be teased with an answer to their search only to find out that you have to pay for it after you've navigated to the page.

That's what the ads are for.

Paid content should be labeled as such.

Are the results Google provides trustworthy?

YouTube sends viewers down conspiracy rabbit holes. It's dangerous. There's no indication that YouTube has tried to fix this problem.

Fortunately, Google has made an effort to reduce harmful content in its results.

In an effort to provide reliable information, Google does try to surface content that's backed by expertise, authoritativeness, and trustworthiness (E-A-T). They're not factors that decide what content ranks the highest, but they guide people who 'rate' the overall algorithm.

Google has recently added tools to investigate 'About this result.' Next to the results, there are 3 dots that show more source information.

Try it for yourself.

'About this result' is not perfect, but it's a start.

Google's not perfect. It doesn't have your best interests at heart. But sometimes it provides tools that do make searching a better experience for the user.