Mojo
Once hailed as the gateway to the world’s information, Google is now increasingly seen as the gatekeeper and, for many, the warden. Over the past decade, the tech giant’s grip on internet search has not only reshaped how we access information but also how that information is created, distributed, and monetized. The consequences? A web that’s less open, less useful, and more profit-driven.
Video Credits To: https://www.youtube.com/@TheAdamConover
The Rise to Monopoly
Google didn’t just become the top search engine by being the best—it made strategic deals and built systems that ensured it stayed at the top. Default placements on browsers deal with phone manufacturers, and a sprawling ecosystem of apps and services means that for many users, using Google isn’t a choice—it’s the only obvious option. And when your search engine becomes the internet for billions of people, the temptation to exploit that power becomes almost irresistible.
Advertising Over Relevance
At its core, Google’s business model isn’t about providing the best information—it’s about selling ads. Search results today often resemble a digital billboard more than a tool for knowledge discovery. It’s not uncommon for the first page of results to be packed with ads, featured snippets, and promoted content. What was once an intuitive and democratic experience is now a pay-to-play marketplace where the highest bidder gets top billing.
This shift fundamentally alters how we navigate the web. Instead of rewarding genuinely useful content, the algorithm often favours content that is optimized for Google’s ad products. Big brands with massive budgets can afford to dominate search real estate, leaving smaller voices drowned out regardless of the quality or relevance of their content.
The Death of the Independent Web
Small, independent websites—once the lifeblood of the internet—are struggling to survive. Changes in Google’s algorithms have consistently prioritized more significant, more “authoritative” sites, often at the expense of niche blogs, forums, and unique content sources. This makes it nearly impossible for smaller creators to get discovered unless they conform precisely to what Google’s algorithms want.
This isn’t just about traffic numbers. It’s about what kind of internet we want. The original promise of the web was one of decentralization and diversity. Everyone had a voice; every website had a fighting chance. That promise is withering under the weight of search engine optimization (SEO) and algorithmic gatekeeping.
The Rise of Low-Quality, High-Volume Content
Google’s influence on content creation can’t be overstated. The desire to rank on the first page of search results has spawned an entire industry dedicated to reverse-engineering the algorithm. This has led to the proliferation of keyword-stuffed, AI-generated, or outsourced articles that add little value but tick the right SEO boxes.
Worse still, this incentivizes content that’s optimized for robots, not humans. Creators are forced to think not about what their audience wants but about what Google will rank. This is why so much of the web now feels repetitive, formulaic, and ultimately unhelpful.
Zero-Click Searches and the Shrinking Web
Google increasingly provides answers directly on the search page itself. From definitions and summaries to flight schedules and recipes, the need to actually visit a website is dwindling. While this might seem convenient for users, it’s a death knell for websites that rely on clicks to survive.
These “zero-click searches” mean that Google is effectively taking content from other sites, summarizing it, and displaying it as its own. The original creators receive no traffic, no credit, and no compensation. In this model, Google benefits from the labour of others without sharing the rewards—a form of digital extraction that is hollowing out the web’s ecosystem.
Algorithmic Black Boxes
One of the biggest problems with Google search today is its opacity. Changes to the algorithm happen frequently and without warning. Creators and businesses are left scrambling to adapt, often with no idea why their rankings plummeted or what they can do to recover.
This lack of transparency erodes trust. It also gives Google immense, unaccountable power over what information is seen and what is buried. The rules of the game are invisible, and Google is both the referee and the biggest player on the field.
Content Farms and AI Pollution
As more people try to game Google’s system, entire networks of content farms have emerged to churn out articles that meet Google’s criteria—on the surface. These pieces often rehash existing information without adding anything new. They’re written to fill a quota, not to inform or engage.
With the advent of AI-generated content, the problem has exploded. AI tools can generate thousands of articles in minutes, and some websites now exist solely to exploit this. As a result, users wade through a sea of low-effort content in search of something original or insightful—and often come up empty-handed.
The Ethical Implications
Beyond the technical and economic consequences, there are deeper ethical questions. Should one company have so much control over the flow of global information? What responsibilities come with shaping public knowledge and discourse?
Google’s power over what people see, believe, and act on is profound. It affects politics, culture, education, and commerce. Yet it operates with limited oversight, insulated by its complexity and perceived indispensability.
A Call for Change
We don’t have to accept this as the future of the web. There are alternatives—other search engines, open-source platforms, decentralized content hubs—but they need support and awareness. Governments and regulators are beginning to take notice, but systemic change is slow.
As users, we can push back by diversifying the tools we use, supporting independent creators, and demanding greater transparency from tech giants. If we want an internet that reflects the richness and diversity of human thought, we must challenge the systems that reduce it to a shopping mall of optimized, homogenized content.
Conclusion
Google’s influence over the internet is vast and growing—but it’s not inherently benevolent. The way it shapes search results prioritizes advertising, and controls visibility has profound consequences for how we understand and engage with the world. What was once a tool for discovery is becoming a filter that narrows our view.
The internet was built to be open, curious, and inclusive. If we want to preserve that spirit, we need to reckon with how platforms like Google are changing their DNA—and what we can do to reclaim it.
