Despite its market dominance, Google is losing relevance in delivering valuable search results, with questionable top rankings often leading to low-quality content. A case in point is a search for actor David Tennant, which highlights a page from an obscure site that simply repackages existing information without originality. Users are increasingly finding ways to improve their searches by adding specific terms, while concerns about “shittyfication” of services emerge as platforms prioritize monetization over quality. Alternatives like TikTok and ChatGPT are gaining traction among users seeking better results.
The Decline of Google’s Relevance
The trend is alarming and increasingly evident: despite its dominant market position, Google is becoming less relevant in providing valuable search results. This isn’t about Google’s AI making absurd recommendations, but rather a critical look at the core functionality of the search engine itself.
Questionable Search Results
Take, for instance, a straightforward search for British actor David Tennant, celebrated for his performances in Doctor Who, Broadchurch, Good Omens, and DuckTales. What pops up as the top result? Surprisingly, it’s not an official website or even a Wikipedia entry, but a page from an obscure site called “AstrumPeople.” If you’re not familiar with it, that’s understandable; this site boasts a mere 100 followers on X and is scant on content.
The site appears to scrape information from Wikipedia, repackage it using generative AI, and create a generic cover image for various celebrity biographies. The real issue isn’t just the existence of such a site; it’s its prominence in Google’s search results. This page contributes no new insights and merely reiterates existing content, lacking even a genuine photo of the actor.
Concerns about the declining quality of Google’s search results are not new. In March 2024, a Le Monde article posed the question, “Are Google search results really getting worse?” Google promised algorithm updates aimed at filtering out low-quality content and enhancing the relevance of search results. Despite these assurances, it appears the tech giant continues to struggle in delivering a reliable search engine where top results don’t rely on deceptive tactics for visibility.
In the English-speaking world, users are increasingly resorting to hacks to coax Google into yielding better results, often adding “wiki” or “reddit” to their searches in hopes of uncovering discussions that are more human-centric and likely to provide real solutions.
In response to these criticisms, Google maintains that it consistently enhances the quality of its service year after year. However, many users feel Google has “shittyfied” its offerings.
The Concept of “Shittyfication”
The perceived dip in quality can stem from two main factors. First, there’s the relentless growth of online data, particularly in an age dominated by AI-generated content. Second, the phenomenon known as “shittyfication,” as explained by journalist Lucie Ronfaut on the show Internet Exploreuses, refers to the degradation of quality across prominent digital platforms.
This issue unfolds in a recognizable pattern: a new, efficient service launches, attracting a large user base while operating at a loss with no clear business model. Once the platform achieves significant scale, it begins integrating advertisements and corporate partnerships to monetize its audience. Eventually, as it reaches peak growth, the platform’s quality starts to decline, capitalizing on its established dominance to generate revenue from both users and advertisers. This scenario is even more problematic when the platform sits at the top of the market with no credible alternatives.
Several major companies, including Amazon, Facebook, Instagram, Uber, and Airbnb, have faced accusations of “shittyfying” their services. To reverse this trend, an alternative usually needs to emerge. Ironically, an increasing number of users are now turning to TikTok and ChatGPT for their search needs, with OpenAI recently introducing ChatGPT Search as a potential solution.