SEO (search engine optimization) has dominated search results for almost as long as search engines have existed. The entire field of SEO is about gaming the system at the expense of users, and often also at the expense of search platforms.

The audience for an author’s gripping life story in every goddamn recipe was never humans, either. That was just for Google’s algorithm.

Slop is not new. It’s just more automated now. There are two new problems for users, though:

1. Google no longer gives a shit. They used to play the cat-and-mouse game, and while their victories were never long-lasting, at least their defeats were not permanent. (Remember ExpertsExchange? It took years before Google brought down the hammer on that. More recently, think of how many results you’ve seen from Pinterest, Forbes, or Medium, and think of how few of those deserved even a second of your time.)
2. Companies that still do give a shit face a much more rapid exploitation cycle. The cats are still plain ol’ cats, but the mice are now Borg.