Quick Links
For many of us, Google was the gateway to the internet. It was a clean, inviting homepage—an oasis among the chaotic web of the late 90s. That simple, efficient elegance was what made Google popular, but somewhere along the way, that guiding principle was abandoned.
Google Search in Its Prime
Google’s big innovation was an algorithm called “PageRank.” Instead of just counting how many times a keyword appeared on a page (which often led to spammy, irrelevant results), PageRank looked at how many other pages linked to a given site, and the quality of those links. It was essentially a way to measure a web page’s importance.
Beyond the clever algorithm, Google’s early interface was a breath of fresh air. While other search engines of the era crammed their homepages with news, weather, and ads, Google kept it incredibly simple—just a logo and a search bar. In the slow-dial-up days, this meant Google loaded blazingly fast, a huge advantage that users quickly appreciated.
Google was so committed to keeping the search engine clean and simple that the founders were originally against the “advertising-funded search engines” model. They quickly changed their minds, but only allowed simple text ads at first. The combination of superior results and a clean, speedy experience is what catapulted Google in popularity.
It was very apparent that Google valued these qualities immensely. They were so confident in the PageRank algorithm that you could click “I’m Feeling Lucky” and go straight to the first result, bypassing the results page entirely. When you did see the results page, Google proudly displayed how many results it found and how long the search took. Everything was geared toward getting you to your answer as quickly as possible.
Google Search Has Lost Its Way
This shift has been happening for a while, but it was never more apparent than atGoogle I/O 2025. CEO Sundar Pichai boasted about how users are now conducting more searches per session and typing out longer, more complex queries. He framed this as a sign of progress, a testament to how intelligent and helpful their search has become. But if you stop and think about it, this is a direct contradiction to the foundation Google was built upon.
Why are you searching more and using longer queries? Because you’re not finding what you need on the first attempt, or even the second. You’re navigating a labyrinth of results, trying to rephrase your thoughts to work with an algorithm that feels less like a helpful guide and more like an obstacle. What was once a quick pit stop for information has become a destination in itself, and not always by choice.
But What About AI?
Google would likely argue that theAI Overviews in search resultssignify its dedication to getting you the information you need quickly. While it’s true that the AI Overviews are faster and easier than clicking links, the accuracy leaves much to be desired. But more importantly, it’s an answer to a problem that Google itself created.
People have long been trying to game the system and get their content to rank highly in Google Search. Google’s many algorithm tweaks and adjustments have led to worse results, too. Blogs that bury recipes under six paragraphs of backstory and definitions of “flour.” Clickbait articles about the next season of a TV show that hasn’t been renewed. The spammy, irrelevant results Google was originally trying to avoid are present in full force.
The AI Overviews cut through that noise, but at what cost? Google can now generate answers for people rather than direct them to the answers. Even if Google AIcould be reliably relied on, it’s concerning for one company to have that much power. People turn to Google for answers for practically everything.
It’s a strange irony. The company that revolutionized information access by making it quick and easy now seems determined to make it a more drawn-out experience. What was once a beacon of efficiency now feels like it’s trying to keep you engaged, even if that engagement comes at the cost of your time and original intent. Google used to be about getting you to the answer quickly. Now, it feels like it’s about getting you to spend more time with Google.
