|The Problems with Search|
Second, and more importantly, the core drivers of advertising-supported search engines are NOT ALIGNED with the core drivers of consumer demand - where ad-supported search engines make more money showing more ads on more results, while consumers want fewer ads on fewer results. And no matter how big or powerful an enterprise may become, when the core drivers of the company are not aligned with the core drivers of consumer demand, there's "trouble in River City."
Google's search algorithms have been "gamed" regularly by SEO (search engine optimization) experts, and in February, 2011 the company very publicly announced that it had changed it's algorithm to more thoroughly exclude "content farms" (sites with little relevant content but many advertising links) and other sites that had "gamed" the Google formula. This is, of course a never ending battle(March 29, 2012), as search engine "crackers" find ways to exploit vulnerabilities in Google's or other search engine's algorithms, the search engines fix them, and it starts all over again.
The inevitable backlash - FairSearch.org