The Men Who Killed Google Search
If you take one thing away from this, I want it to be the name Prabhakar Raghavan, and an understanding that there are people who are responsible for the current state of technology.
Do you want to know what Prabhakar Raghavan’s old job was? What Prabhakar Raghavan, the new head of Google Search, the guy that has run Google Search into the ground, the guy who is currently destroying search, did before his job at Google?
He was the head of search for Yahoo from 2005 through 2012 — a tumultuous period that cemented its terminal decline, and effectively saw the company bow out of the search market altogether. His responsibilities? Research and development for Yahoo’s search and ads products.
On February 6th 2019, Gomes said that he believed that search was “getting too close to the money,” and ended his email by saying that he was “concerned that growth is all that Google was thinking about.”
In the March 2019 core update to search, which happened about a week before the end of the code yellow, was expected to be “one of the largest updates to search in a very long time. Yet when it launched, many found that the update mostly rolled back changes, and traffic was increasing to sites that had previously been suppressed by Google Search’s “Penguin” update from 2012 that specifically targeted spammy search results, as well as those hit by an update from an August 1, 2018, a few months after Gomes became Head of Search.
The timing of the March 2019 core update, along with the traffic increases to previously-suppressed sites, heavily suggests that Google’s response to the Code Yellow was to roll back changes that were made to maintain the quality of search results.
A few months later in May 2019, Google would roll out a redesign of how ads are shown on the platform on Google’s mobile search, replacing the bright green “ad” label and URL color on ads with a tiny little bolded black note that said “ad,” with the link looking otherwise identical to a regular search link. I guess that’s how it started hitting their numbers following the code yellow.
In January 2020, Google would bring this change to the desktop, which The Verge’s Jon Porter would suggest made “Google’s ads look just like search results now.”
Five months later, a little over a year after the Code Yellow debacle, Google would make Prabhakar Raghavan the head of Google Search. After nearly 20 years of building Google Search, Gomes would be relegated to SVP of Education at Google.
These emails — which I encourage you to look up — tell a dramatic story about how Google’s finance and advertising teams, led by Raghavan with the blessing of CEO Sundar Pichai, actively worked to make Google worse to make the company more money.
Raghavan proudly declares that “Google’s third-party ad tech plays a critical role in keeping journalism alive” at a time when he was aggressively incentivizing search engine optimized content, and a year after he’d deposed someone who actually gave a shit about search.
Since Prabhakar took the reins in 2020, Google Search has dramatically declined, with the numerous “core” search updates allegedly made to improve the quality of results having an adverse effect, increasing the prevalence of spammy, search engine optimized content.
Under Raghavan, Google has become less reliable, less transparent, and is dominated by search engine optimized aggregators, advertising, and outright spam.
It’s because the people running the tech industry are no longer those that built it. Larry Page and Sergey Brin left Google in December 2019 (the same year as the Code Yellow fiasco), and while they remain as controlling shareholders, they clearly don’t give a shit about what “Google” means anymore.
Now Raghavan has told those working on search that their “new operating reality” is one with less resources and less time to deliver things. Rot Master Raghavan is here to squeeze as much as he can from the corpse of a product he beat to death with his bare hands.
It isn’t the same Google that it used to be. It’s gotten stupider, more obtuse, more obscure, and more opaque. It was intentionally broken. It’s also a bit ominous to realize that if someone has only begun using Google search as a research tool within the past five years, they have no idea how much more efficient and responsive it used to be.
Rot Economy — the illogical, product-destroying mindset that turns the products you love into torturous, frustrating quasi-tools that require you to fight the corporation’s intentions to get the service you want.