## Introduction
The quality of search engine results has been a topic of debate among users, with many expressing concerns about the declining relevance and usefulness of search results. A recent study conducted by academic researchers from Leipzig University, Bauhaus-Universität Weimar, and ScaDS.AI in Germany sheds light on the validity of these complaints. The study, titled “Is Google Getting Worse? A Longitudinal Investigation of SEO Spam in Search Engines,” examines the impact of highly-optimized (affiliate) content on search engine rankings and user experience. While the study focuses on product reviews, its findings have broader implications for search engine optimization (SEO) practices and the quality of search results across various industries.
The Study’s Findings
The researchers monitored Google, Bing, and DuckDuckGo for a year, analyzing 7,392 product review queries to identify trends in search engine results. Although the study does not predict the ranking of individual pages, it reveals that higher-ranked pages tend to be more optimized, monetized through affiliate marketing, and exhibit lower text quality. However, it is important to note that the study’s narrow focus on product reviews may not reflect the overall quality of search results for all types of queries.
The Influence of Affiliate Marketing
Affiliate marketing plays a significant role in shaping search engine results. The study highlights that websites focusing on selling products often dominate search rankings, as they employ special links to generate revenue from purchases. Consequently, the primary objective of these websites is to drive clicks and sales rather than providing unbiased and informative content. This can lead to a suboptimal user experience, where users may struggle to find reliable and unbiased information amidst a sea of promotional content.
Addressing the Issues
Google, in response to the study, acknowledges the challenges associated with affiliate content but emphasizes that the study’s findings are limited to product reviews. The search engine giant asserts that it has implemented specific improvements to enhance the quality of search results and outperforms other search engines in this regard. The researchers also note that Google has made noticeable improvements in combating affiliate spam. However, they highlight the existence of spam domains and a decline in text quality across all three search engines, indicating a need for ongoing improvement.
Comparing Search Engines
Contrary to the study’s findings, several independent studies have demonstrated that Google provides higher-quality search results compared to other search engines. Researchers from the University of Zurich, the University of Bern, the Leibniz-Institut für and Sozialwissenschaften, and the University of Konstanz found that all search engines, except Google, consistently display conspiracy-promoting results. Additionally, The New York Times reported that Bing and DuckDuckGo often surface more untrustworthy websites than Google, based on website ratings and research from reputable sources.
The Role of Affiliate Marketing in Search Results
While only a small portion of product reviews on the web utilize affiliate marketing, affiliate sites heavily influence search results. The researchers observe an inverse relationship between the use of affiliate marketing and content complexity, indicating that affiliate-driven pages tend to prioritize generating clicks over providing comprehensive and high-quality information. Rather than investing time and resources in creating valuable content, affiliate marketers focus on quickly generating web pages to drive traffic and revenue.
The Impact of AI on Search Results
The line between legitimate content and spam is becoming increasingly blurred, and the rise of generative artificial intelligence (AI) exacerbates this issue. AI technology, particularly its writing component, often produces subpar content. This phenomenon, coupled with the potential for AI to be manipulated for spam purposes, poses a significant challenge to maintaining the quality of search results. As AI-generated content proliferates, the overall text quality of search results may decline, necessitating stricter standards and new regulations to combat spam effectively.
The Need for Vigilance
Search engines must remain vigilant in addressing the quality of search results and combating evolving spam tactics. While Google utilizes AI algorithms to combat spam, a human editorial dimension, such as Google’s “quality raters,” is also crucial in ensuring authentic and reliable search results. Google’s increased emphasis on forums and social sites like Reddit in search results aims to provide users with more genuine and trustworthy information. However, low-quality content and spam will continue to be a prevalent issue, driving some users to alternative platforms like TikTok and Reddit for direct information from real people.
