Has Google’s Search Quality Declined with UGC?

A growing narrative suggests that Google’s search results have deteriorated, particularly due to the increased presence of user-generated content from platforms like Quora and Reddit. Many users have voiced their frustrations, noticing that these sources often appear for critical search queries, including Your Money or Your Life (YMYL) terms.

“Because people are saying that is a, that is a narrative at the moment that the results have got worse, right? Why is Quora, uh, coming up? Why is Reddit coming up and on some, your money or your life terms, right? Some important terms that, uh, you’re getting user-generated content results, which is kind of, of course we’re here, there’s been so much of that. Pumped out. Of course. We’re here. Would you agree with that? Is Google got a lot worse? A little bit worse.” says Chris Barnard from FeedbackFans.com in the Bear Business Podcast with Kev Wiles.

The Surge of User-Generated Content

Increased Visibility of Quora and Reddit

Recent algorithm changes have given more prominence to user-generated content (UGC) from platforms like Quora and Reddit. These sites often rank high on Google for a wide range of queries due to their high domain authority and the sheer volume of content produced.

The Appeal and Risks of UGC

UGC offers diverse perspectives and real-life experiences, which can be incredibly valuable. However, the unregulated nature of these platforms means that the content can often be inaccurate, biased, or misleading. This is particularly concerning for YMYL topics, where reliable and accurate information is crucial.

The Impact on Search Quality

Inaccurate Information

One of the significant drawbacks of this shift is the prevalence of inaccurate information. Unlike content from authoritative sites, UGC is not always vetted for accuracy. This can lead to the spread of misinformation, especially harmful in areas like health, finance, and legal advice.

Trolls and Low-Quality Content

Platforms like Reddit are known for their vibrant, sometimes chaotic communities. While this can lead to engaging discussions, it also opens the door for trolls and low-quality responses to surface in search results. This type of content can detract from the user experience and reduce trust in Google’s search capabilities.

Relevance and Authority Issues

Traditionally, Google’s strength lay in its ability to surface the most relevant and authoritative content for a given query. The increased presence of UGC challenges this, as the content may be relevant but not necessarily authoritative or trustworthy. This shift has led many users to question the reliability of search results.

Google’s Algorithm Changes

Prioritising Engagement Metrics

One reason for the rise of UGC in search results is Google’s increasing focus on engagement metrics. Content that garners significant interaction, such as upvotes and comments, is often deemed more relevant. However, popularity does not always equate to accuracy or quality.

Adjustments in E-A-T Criteria

Google’s expertise, authoritativeness, and trustworthiness (E-A-T) criteria aim to improve the quality of search results, especially for YMYL topics. However, balancing these criteria with user engagement has proven challenging, leading to the mixed quality of results we see today.

Navigating the New Search Landscape

Critical Evaluation Skills

With the influx of UGC in search results, users need to develop critical evaluation skills. It’s essential to cross-check information from multiple sources and verify the credibility of the content before accepting it as accurate.

Using Advanced Search Techniques

To filter out less reliable UGC, users can utilise advanced search techniques, such as using specific operators to exclude certain domains or seeking information directly from recognised authoritative sites.

Feedback to Google

User feedback plays a crucial role in refining search algorithms. Reporting inaccurate or low-quality content helps Google adjust its algorithms and improve the overall search experience.

Improving Your Search Experience

While the surge of UGC in Google’s search results presents challenges, it also offers an opportunity to engage with a broader spectrum of perspectives. By developing critical evaluation skills and leveraging advanced search techniques, users can navigate the search landscape more effectively. Additionally, active participation in providing feedback to Google can help enhance the quality of search results over time.