Google is slowly losing the elements that once made them beloved.

For many of us, Google was the gateway to the exciting world of the Internet. A clean, uncluttered homepage—an oasis in the chaos of the late 90s web. It was simplicity, efficiency, and elegance that made Google so popular. But somewhere along the company's journey, that philosophy was abandoned.

 

The golden age of google search

Google's big breakthrough was the PageRank algorithm. Unlike other search engines of the time (which only counted the number of times a keyword appeared – which led to spammy results), PageRank measured the authority of a website based on the number and quality of links from other sites.

Not only is Google smart in its algorithms, it is also extremely simple in its interface. While its competitors cram news and ads onto their homepages, Google only has its logo and a search bar. In the days of 'low-life' dial-up, this page loaded lightning fast – an advantage that made users 'fall in love'.

 

Google once rejected the ad-based search model. They still keep simple text ads. It is the combination of accurate results + smooth experience that has made Google the king. You can see that Google values ​​these values:

1. The "I'm Feeling Lucky" button goes straight to the first result – full of confidence in the algorithm
2. Showing the number of results and search time as confirmation: "I help you find what you need – as fast as possible!"

Google Search is gradually 'losing its ego'

You've probably noticed that Google Search has changed dramatically. The results page is no longer the minimalist paradise it once was, but is now stuffed with ads, extra features that many people don't use, and a ton of links that make your scrolling tiresome.

In the past, Google wanted to get you quickly away from the search results page to the information you needed. Now, Google wants to lock you into its ecosystem.

This change was most evident at Google I/O 2025. CEO Sundar Pichai boasted: "Users are now searching more per session and typing longer queries!" He called it "progress". But think about it: This is a 'betrayal' of the foundational philosophy that Google was built on.

Since you can't find what you're looking for on the first try, you have to fumble through the maze of results, trying to rephrase your question to suit the algorithm. So, innovation sometimes leads to frustration.

What about AI?

Google will justify: "AI Overviews prove we want you to get information quickly!". It's true that reading AI is faster than clicking links, but the accuracy is questionable. More importantly: AI is the solution to a problem that Google created. However, the reality is different.

Google now generates answers instead of sending you to sources. Even with good AI, it's scary when a company controls information. We're asking Google for everything.

A company that revolutionized access to information with its speed, simplicity, and ease now deliberately prolongs the experience. The once efficient lighthouse is now a game of stalling – keeping you trapped in its ecosystem, whether you want it or not.