Publishers made the web horrible, opening the door for AI — Google and
Poor user experiences created by SEO tactics and ad networks are accelerating AI adoption.
Artificial intelligence, particularly generative AI, is rapidly changing how people find information online. This is challenging traditional search engines like Google.
Reflecting on this shift, two reasons stand out.
First, as I’ve previously discussed, AI tools like ChatGPT excel at providing precise, personalized responses. For example, when shopping for fresh computer monitors, I bypassed Google completely. Instead, I asked ChatGPT targeted questions regarding ideal screen size and resolution, tailored specifically to my desk setup and workflow. It delivered clear comparisons between using two separate monitors versus a single widescreen monitor with split-screen capabilities. It even recommended whether USB-C connectivity would benefit me.
But there’s another significant factor driving this shift: the decline in quality and usability of content surfaced by Google’s search algorithm.
Simply put, Google’s approach and publishers’ strategies have made many websites unbearable.
For years, Google’s algorithm favored lengthy, detailed content. While this approach aimed to deliver comprehensive results, it often led to users having to scroll through excessive, irrelevant information ahead of finding what they needed.
Consider a hypothetical scenario where you search for instructions on “how to tie a shoe.” Rather than quickly finding clear directions, you’re likely forced to scroll past sections titled “History of shoe laces”, “What is a shoe?”, “What is a shoelace?”, and “Ought to you tie your shoes?” Publishers added these sections solely to boost their visibility in search results, sacrificing user convenience.
The core issue is that Google rewarded content depth over clarity. Publishers adapted, creating excessively long, convoluted articles instead of concise, useful answers.
Additionally, publishers’ focus on ad revenue has further deteriorated the user experience. As a publisher, I understand that monetization is essential. But many websites have become nearly unusable, cluttered with intrusive ads and unnecessary content.
Recipe websites exemplify this issue. Often, a simple pancake recipe requires scrolling past lengthy personal anecdotes ahead of reaching the actual instructions. To get to my favorite pancake recipe on Divas Can Cook, I must first wade through an extended narrative regarding the author’s grandmother. Each additional scroll generates more ad impressions, compounding frustration, especially on mobile devices.
I’ve heard that one ad network specializing in recipe sites advises publishers to deliberately lengthen their content with the sole goal of displaying more ads.
Google’s algorithm also gave undue weight to established, popular sites, inadvertently encouraging the proliferation of content farms. For instance, Forbes transitioned from its roots as a business publication to a sprawling site covering a wide range of topics, counting supplements and mattresses. Quality suffered, illustrated by outdated articles such as Forbes’ obsolete review of Google Domains that was available long following the service ended. That review even featured an “updated date” that was following the service was shuttered, proving that the author didn’t actually update it.
The result is a profoundly degraded online user experience. Information has become increasingly difficult to locate, often buried beneath irrelevant content and intrusive advertising. The declining value of search results has naturally pushed users toward AI-driven alternatives.
Generative AI tools offer a clean, direct experience, providing immediate answers without clutter or advertisements. Are these tools benefiting from content produced by human creators? Indeed, and this raises valid concerns. AI systems rely on ongoing content creation, underscoring the continuing need for content publishers.
Perhaps this shift will ultimately motivate publishers to refocus on user-centric content rather than Google’s algorithm. In doing so, the web experience could improve significantly, benefiting everyone involved.
