There are 2 issues, I think.

Firstly, the SE-optimised spam, which has become very good as masquerading as genuine content.

Secondly, Google has dumbed search syntax down a bit, and often seems to outright ignore double quoted phrases, presumably thinking it knows better than I what I want.

As a dev, I do accept I may be an outlier though - with the incredible wealth of search history and location data that Google holds, it seems likely things have actually improved for typical users.

I suspect that the AI models powering the search results develop a sort of symbiotic relationship with the spam - if the user actually finds what they are looking for by clicking through an ad on an otherwise spammy page, everyone “wins”; the user found what they were looking for with minimum effort, google got their ad revenue, and the spammy page got a little cut for generating content that best approximating the local minimum that links the users keywords to actual intent...

Some of the sites that were hit like Suite101.com went offline. eHow is still off well over 90%. ArticlesBase sold on Flippa for like $10k or some such. One of the few wins hiding in all the rubble was HubPages, but even they had to rebrand and split out sites & merged into a company with a market cap of about $26 million ... and the CEO of Hubpages is brilliant.

Even with IAC on some sites they are suggesting ad revenues won't be enough http://www.tearsheet.co/culture-and-talent/investopedia-laun... "As Investopedia charts its course as a media brand, it’s coming up against the roadblock all publishers eventually hit — the reality that display revenue alone won’t be enough. ... Siegel said he expects course revenue to exceed what’s generated from the site’s free content. While he wouldn’t say what the company’s annual revenue was, Siegel said it grew an average of around 30 percent for each of the last three years."

There is also other factors which parallel the panda update that further diminish the quick-n-thin rehash publishing business model - Google's featured snippets & knowledge graph pulling content into the SERPs so there is no outbound click on many searches - programmatic advertising redirecting advertiser ad spend away from content targeting to retargeting & other forms of behavioral targeting (an advertiser can use a URL as a custom audience for AdWords ad targeting even if that site does not carry any Google ads on it) - mobile search results have a smaller screen space where if there is any commercial intent whatsoever the ads push the organic results below the fold

I’ve been using DuckDuckGo and have found I have this problem less. I don’t always find what I mean on DDG, as of now I’d say Google is still better if you’re not sure exactly what you’re looking for is called, but if you know the keywords you need DDG is often better.

But for increasingly more basic searches about a product I'm interested in or a medication or anything else non-complicated that would have gotten me a clean list of decent, non-paid results even 5 years, I'm now getting half a page of sponsored BS and then another half a page of 'created content' written by a bot or shyster explicitly for gaming Google's SEO.

Not only has Google lost almost all their good will (i.e. Don't be evil), but their products aren't even that good anymore, at least not so much better than alternatives where the negatives of using Google outweigh the difference in quality.

I would agree that programming search results tend to be quite good, but I think this is likely in large part because the average person attracted to programming both has a high IQ and has experience building some part of the web stack. Thus the sites that are quite manipulative in nature would have a hard time trying to fake it until they make it in such a vertical where people are hard to monetize and are very good at distinguishing real from fake. And even if a fake site started to rank for a bit it would quickly fall off as discerning users gave it negative engagement signals.

This is also perhaps part of the reason sites like Stack Overflow monetize indirectly with employment related ads targeted to high value candidates versus say a set of contextually targeted ads on a typical forum page or teeth whitening gizmo ads on the Facebook ad feed.

The lack of filtering of "trash" probably comes from a bunch of different areas

- I think there was a quote that people are most alike in their base instincts and most refined in areas where they are unique. some of the most common queries are related to celebrity gossip & such. There are also flaws in human nature where inferior experiences win based on those flaws. For example, try to buy flowers online and see how many layers of junk fees are pushed on top of the advertised upfront low price. shipping, handling, care, weekend delivery, holiday delivery, etc etc etc

- some efforts to filter trash based on folding in end user data may promote low quality stuff that people believe in. a neutral & objective political report is less appealing than one which confirms a person's political biases. and in many areas people are less likely to share or consider paying for something neutral versus something slanted toward their worldview.

- as the barrier to entry on the web has increased some of the companies that grew confident they had a dominant position in a market may have decided to buy out other smaller players in the vertical & then degrade the user experience as real competition faded. there was a Facebook exec email mentioning they were buying Instagram to eliminate a competitor. Facebook's ad load is now much higher than it was when they were smaller. But the same sort of behavior is true in other verticals too. Expedia & Booking own most the top travel portals.

There has also been a ton of collateral damage in filtering all the trash. So many quirky niche blogs & tiny ecommerce businesses were essentially scrubbed from the web between Panda, Penguin & other related algo updates.

Google doesn't make money from you finding what you're looking for. Google makes money from you searching for what you're looking for.

For example, suppose I do a google image search for "pear", because I want images of pears obviously. The first result is indeed a pear, good job google! Except the first search result just happens to come from Amazon, and also happens to be a pretty shitty thumbnail quality photograph (355x336). It's a pear alright, but why is this particular image of a pear first? Google didn't try to give me the best image of a pear, they tried to give me the pear image they thought most likely to induce a financial transaction. Or alternatively, google let itself get cheaply manipulated by Amazon's SEO. Neither is a good look.

A much better pear image, 3758x3336 from wikipedia, is further down the search results. So it's not like google was unable to find good pictures of pears. And a non-image search for "pear" returns the wikipedia page first, so it's not like google failed to noticed the relevancy of the wikipedia article about pears. Yet the shitty amazon thumbnail of a pear shows up higher in the image search results than a high resolution photograph of a pear from wikipedia.