I went down that (thought) rabbit hole and it was a bit sad to realize the cat and mouse game at play, where content creators on sites (such as recipe sites) are optimizing for search results, and intentionally burying the searched for content in a way that the search engine has difficulty optimizing for, so promote their own ads (more scroll -> more ads). Then once people begin obtaining the info they want from said sites, it becomes (presumably) even more difficult for a search engine to automatically filter it out -- or even decide if it should.

I don't know how to solve the problem at scale, but would love a site that preferentially de-ranks content based on the ads it has. That is, rather than me using an ad blocker, I'd like the search engine to do that for me. That probably exists, but then it also has to be as good as Google which isn't easy. I default to duck duck go, but often (say, 10%) I can't find something I am looking for there, go to Google, and its a top 3 result. Tricky set of problems here but I'm optimistic five years from now I may be happier with my search engine of choice.