Why Google’s search engine secretly sucks
While Google touts its speed in returning results, and indeed the speed is impressive, it’s not the speed that matters. What matters is quality of the results and this is why Google’s search secretly sucks. Let’s explore.
Google circa 1998
When Google first began in the late 90s, it fumbled to make a significant impact in search. It couldn’t quite figure out how to make searching that much better than what was already in place. From those early days until about 2005 and through many man hours of work, Google’s speed and results have improved. But, those improvements pretty much abruptly ended approximately 2005-2007. You know, right around the time that Android was a twinkle in someone’s eye. Since then, all we have pretty much seen is stagnation in search technology. Search hasn’t improved in recent years, and even Google acknowledges this because instead of spending time improving search, now Google spends its copious free time creating Android, Gmail, Google Apps, Google Chrome, ChromeOS, Chrome tablets, Google Play, Google Docs, Google Maps, YouTube and the list goes on. These are diversionary tactics to keep you from seeing just how bad Google search quality really is.
Searching Google Today
While Google’s search technology is still the fastest available and is still better than most other engines, it’s really become stagnant. So stagnant, in fact, that the quality of the search results really matter very little to Google. For example, I would say that at least 1-2 links out of every search I have performed in the last year is dead. Basically, it displays results for sites that are either down, sites that lead to placeholder pages or sites that lead to 404 or other unusable content.
I mean, what’s the point in that? I don’t want to look back in time at links that may have had revelance in 1998 or even 2003, I want to find links that are relevant to me today. It’s clear that while Google says they are doing quality optimizations, what they claim and what’s actually coming up in the search results is entirely different. Something about this situation isn’t working.
Really? I mean, come on Google. What’s the point in placing a completely dead link in the top 3 search results? What purpose does that really serve? What this says is that Google has so much cruft and garbage inside their database that’s now becoming dominant during search results. If that’s where we are today, it’s only going to get progressively worse, not better. Note, I’m finding it’s not just one link that’s bad, but several on the same set of results.
This issue is completely preventable. But, it’s going to take automation to fix this. Google needs to scour its indexed links and validate whether or not a site is actually providing the data it’s supposed to be providing. Instead, it appears Google found a page there some years ago, indexed it and that’s the way it has stayed. In reality, this cruft needs to be regularly cleaned out. If search results had index dates stamped near the results stating when the information was originally indexed, I could simply avoid clicking a link that was last indexed 5 years ago. In fact, with the right UI, I could even request it to include only results that have been indexed in the last 12 months, perhaps even in the last 3 months. Maybe this is there in the ‘advanced search area’? It’s certainly not there in the basic search results.
By knowing when an indexed link was created in Google and by allowing exclusion of old links, I can then tailor my search results to the most recent and freshest content. Granted, Google should automatically be doing this on my behalf, but they aren’t. Instead, it’s just all manner of random old garbage that gets thrown up in search results… and this is exactly the reason Google’s search secretly sucks.
Can it be fixed? Yes. Will Google ever really fix this? Probably not. It’s not really worth their time at this point. They’re too interested in screwing over SEO, invading privacy in Android and doing other projects unrelated to search. All of those projects are far more attractive and cool to ever consider spending time doing ugly old janitorial work to clean up the mess they created in the first place. No one likes having to clean up a mess. Cleanup work never involves using cool new technologies, but yet it still has to get done. Unfortunately, this is the very real, very ugly secret why Google’s search sucks. It’s also the secret that Google doesn’t want you to know.