It's not entirely their fault, SEO hacking isn't an easy problem, but the open web has certainly faltered under their stewardship.
It's so incompetent it almost looks like an effort to make it harder to find things without having Google's AI cut it into small bite sized pieces.
I think Google and Facebook have a lot to atone for.
It's honestly sad. Google could have gone in such a different direction. They're sitting on a gold mine but they caved into investor pressure to keep on pumping more gold instead of being happy with just the billions they would have made anyway.
I've been doing this for quite a while now, and it's placed in stark relief how bad the problem is getting.
It used to be that a few results were AMP, usually news sites, but you could easily bypass it via the (i) icon.
Then it was that most results that were content focused (not dynamic sites or web apps) were were AMP, but you could easily bypass it.
Today, most results are AMP, even for sites which are dynamic (e.g. Reddit), and to make matters worse, the (i) links of many websites have now started linking to AMP pages themselves.
You might be thinking "ah, well those are their self-hosted copies. Shouldn't that be fine? The problem is Google's use of AMP, not the format itself, right?"
Funny thing that: those "self-hosted" AMP pages also won't load with the above two blacklist rules.
Also, many image search results are now somehow AMP (...how does that even make sense? It's just an image, so just serve me the image!). And for a while, you couldn't bypass it at all.
It isnt and it is. With how many employees they have, it wouldnt be that hard to come up with a "preferlist" that always outranks other content, and have that list constantly maintained, verified, and checked. Googler runs across a high quality site, it gets nominated for the preferlist. Preferred site descends into clickbait, they get removed.
The problem both Google and Facebook have is because of their attempt to maintain the illusion of impartiality, that they refuse to just say "we decided these sites are just better" like they should. The whole reason I go to google is because they are supposed to return better results.
Isn't the problem worse than that, though? These 'SEO hacked' pages probably have google ads on them, and that seems like an even better reason for google to not lowering their ranking.
Now Google has something called Auto Ads where it automatically inserts ads in your pages. And at the default setting, it inserts a lot of ads. In my test page, there were 7 ads on the page, and not even small ones.
It works from an SEO perspective but as a user, I really wish they'd do away with it.