Today I tried finding a rather popular product I used recently, which I had forgotten the name. I had to search THREE TIMES before finding it:

First search (“products that do X”) got me a bunch of those comparisons sites, none of them containing the one I was trying to find

Second search (“ycombinator startup that does X”) got me a page of spam, but at least I found the product name

Third search (company name) got me an ENTIRE PAGE of ads and SEO optimized pages before the actual link to the actual product