It’s bad enough I started using DDG for search because the results are now more relevant. Google’s advertising algorithms are designed to subtly nudge sites into paying for placement — which means there’s a “non-content” element to the search results that makes it into the user experience. I feel like there was a tipping point a year or two ago where the results just stopped being useful — The best analogy I can find is how search engines used to be in the days before AltaVista. Then AltaVista came out and the results were far more relevant (if not perfect). Google -> DDG feels like that in 2019.
That “non-content” element will only grow over time as Google seeks revenue growth — growth across all of Google’s non-advertising revenue streams combined are not enough to move the needle compared to the scale their ad business has — of which search ads are by far the most profitable. So they will further try to monetize search; it’s their cash cow but I think a small player like DDG could easily overtake them as the quality of Google’s search results (to the end user) continue to decline.
Basically Google finds the link in other places -> oh that must be interesting, I'm indexing it, without even reading it. So they don't have the actual content, and just use the texts from the sites that link to it.
Google is also slow to honour 404 and drop pages which can hang around for ages, Bing is much faster to remove 404 pages.
[0] https://developer.mozilla.org/en-US/docs/Web/HTTP/Status/410 [1] https://support.google.com/webmasters/answer/6065812?hl=en