This is Why Google Search is Bad and What Engine to Use Instead
Do you think Google sucks? I’m not a big friend of Google search either.
In this post I reflect on how bad the Google search experience is nowadays.
To solve the problem I will suggest a better alternative or rather more than one.
Before we start take note though: I do not hate Google. I just criticize them.
That’s a big difference. Constructive criticism is actually helpful.
As an search engine optimizer for almost 20 years I know Google pretty well.
I hope my feedback helps improve Google or find alternatives for searchers.
Google Search Does not Work As Expected
There is one straightforward reason why I prefer not to use Google search.
When you search for something you expect to see actual search results don’t you?
The Google search experience is frustrating!
It’s not even search anymore. It’s Google Ads.
Google does not show real organic search results “above the fold”! What fold?
That is in the visible part of the search engine results pages (SERPs).
It’s a metaphor from the newspaper era. They folded in half.
For lucrative keywords Google displays just ads on top.
(By 2023 they will sometimes also show auto-generated answers created by AI.)
Don’t believe me? Have you been looking for hotels recently?
Just search for [hotels] on Google.com!
This is what I get and why I consider it bad:
Can you spot even one real unpaid or so called “organic” result?
Take note that I use a clean browser here with no toolbars, only a bookmark bar.
I am not using a tablet or something with a small screen.
I’m not even using a standard sized 15,6′ laptop screen. It’s a 17,3′ notebook!
OK, so Google is not a real search engine anymore. It does not work as expected.
What is it then? It’s a dynamic portal worse than Yahoo has ever been.
Most “results” on top are either ads or Google’s own properties.
In this case we see Google’s proprietary hotel booking tool below the adverts.
How Can You Actually Search the Web in 2023?
What can you use instead to search for real? There is more than one option.
The best alternative right now in 2023 is Startpage. Why?
Essentially Startpage uses Google results but without the tracking, profiling and other privacy nightmares.
I covered Startpage in a separate article about private search.
Indeed the post was meant to be published on the blog Startpage itself.
I wrote it in German originally and translated it back to English as it was meant for their German blog.
So I did not get the job at the end of the day. Even though I had several interviews and was almost there.
Thus I’m not as biased as you might suspect otherwise.
Another viable option is Ecosia. It’s also green as in environmentally friendly. How that?
Ecosia shows ads above the search results too but far fewer of them.
I like to plant trees to keep climate change at bay and thus I am even more likely to click ads.
In the case of the [hotels] search there weren’t many though.
I disabled all ad blockers and privacy tools to make sure I can see them:
Hooray! What do we see? We recognize two relevant search results for [hotels]!
Even without trying hard: Hotels.com and Expedia are on top.
Then we’ll notice a Wikipedia entry on the right side. It’s Hotels.com again.
These results are real results determined by site authority and incoming links.
The more people recommend those sites the higher they are in the results.
Like Ecosia, privacy-first search engine DuckDuckGo uses mainly Bing search results and a clean user interface for search.
I used DDG for many years until I discovered Ecosia and later Startpage.
It’s still worth a try but the other two offer more so I gave up on DDG and moved on.
I recommended Neeva in an earlier version of this post but sadly the search engine went defunct by now.
Are You Still Scrolling or Already Searching?
I could go on explaining why the above Google “results” are bad and the Startpage or Ecosia results are better but IMHO it’s obvious.
I do not even have to use colors to highlight like others did before me.
Back then Google had real results in the visible area.
Now they want you to forget about it!
Ask.com had the most ads but still fewer than Google now and where is Ask now?
A more current report from BrightEdge shows how wide-spread the “ads-only above the fold” issue was in 2016.
My advice for all those who have no stake in Google: Let’s move on to a real search engine. Why have to sift through numerous ads to see actual results dozens of times a day?
Don’t waste your time scrolling. Start searching!
Ecosia uses mostly Bing results so that the technology behind the results is also state of the art.
The environmental business model and the much cleaner interface are additional benefits.
In some cases – for so called “long tail” searches of three or more words Google can yield better results than Bing and with it Ecosia.
Startpage is the best solution then – it offers Google results without the
- filter bubble
- visual clutter.
It’s not as good for the planet as Ecosia though.
I haven’t used Startpage often enough to tell whether their results always match Google.
Yet Startpage, Ecosia and DuckDuckGo do work well for most the searches. They returned very helpful results.
Take note that all of the above use Google or Bing results internally and just repackage them.
Startpage, Ecosia or DuckDuckGo take the data and clean up the interfaces.
That’s probably the most important reason to try them beyond the privacy.
Google Search Quality
As I rank on top of Google for queries like [google sucks] many people come here to complain.
Why? They vent about the overall Google search quality in my comment section.
I assure you that once you find the actual search results they are still OK!
Search results are just hidden below a huge pile
- pay per click ads
- Google owned services
- SERP features
Google excels especially when searching for so called “long tail” queries with 3, 4 or more words.
Why Does Google Suck?
OK. So why does Google suck when searching the Web in 2023?
Google has problems with “bigger” or more popular keywords!
Why? It’s because they show not the
- most popular
pages but instead the
- most current ones.
Thus an article from 2023 may outrank a much better post from 2018 mainly because it’s 5 years younger.
Often the best results are those that have aged for a few years like good wine.
One way to deal with this is to constantly update your content.
I do that and that’s why I keep on ranking with some pages for a decade.
- When you are looking for the latest inside scoop on technology, politics or gossip – you might want to use Google (or Startpage)..
- When you are looking for some weird sentence long questions also ask Startpage or Google as well.
- For timeless and evergreen searches Ecosia or DuckDuckGo are often better as they both use Bing results.
- When it comes to important searches (think health, money, law, science) you want to search Ecosia or DDG because they rather show the most credible sources first.
- Also for one word “huge” searches everybody else is also searching for Bing-based search engines like Ecosia and DDG may offer the more reliable options.
To overcome the problem of hidden organic results below the fold you can use Startpage which is based on Google results.
You can also use a tool called Simple Search by The Markup that simply gets rid of all the clutter above Google search results and just shows the actual results in an overlay.
You add it to your browser (Chrome or Firefox e.g) and every time you search Google you just get to see the real search results not those someone paid for to get shown on top.
In case you are one of them just make sure to view and click the proper results.
What Google Alternatives Do You Use?
What search engine do you use and recommend in 2023? Do you still use Google?
Why? Why not? Did you try some alternatives? Please tell me all about it below!
I’m always on the look out for new Google alternatives. So make sure to share those!