It's been very interesting listening to non internet marketers talk about Google recently. I've been in this game for 10 years now and never had normies complain about Google search results before.
I've even had a family member switch to Bing and claims they are much happier and can actually find what they're looking for now.
Everyone is complaining about the same thing - they have to scroll past a whole page of ads before getting to the results, and then have to scroll down 2 or 3 pages, in which they open up multiple tabs of different sites, just to hope one of those sites has what they're looking for. This is now normal peoples standard search routine when using Google?!
Interestingly, we've had more sales this month from sites that are nowhere near the top 3, than we've ever had before. Could this be due to changing user behavior, as now they are more used to scrolling through man results? It's an interesting thought.
I'm in the tourism niche and the results now are a joke. Search for a particular attraction and you'll get the standard TripAdvisor, local gov website, etc (to be expected), but now you've got reddit threads of people complaining their pizza was cold, or Quora posts 'how to treat an injured knee' just because somewhere in posts a user mentions the attraction, or single page dead spam websites from 2022 that haven't been updated. Plus now that a single website can appear more than once in the same search results, you have to scroll and scroll to reach something borderline related. I can't speak for other niches, but this one is now utter garbage.
I think I'm going to join my family member and use Bing as my personal default search engine.
Moving forwards, I can say that I am so disheartened by Google now, that we are not bothering. We will continue making great sites, with great content and providing value. If Google ranks us, so be it. But we aren't playing their game. We always have Bing (market share increasing), social media and our email lists - which fortunately is enough to see us through difficult times.