There is a growing feeling that Google's search doesn't really work any more - that, not to put too fine a point on it, compared to ten or five or even two years ago Google sucks. Like Arrington, when I used Google for the first time back in 2000 it seemed like magic and I eulogised to others just as if I was sharing a magic trick with them. If two people who knew the Google secret discovered they were talking to one who didn't they shared a happy smile. It was really that good and that impressive and to this day I remember the first ever search my colleague Brendan encouraged me to carry out - "how many turkeys does Bernard Mathews have?" - and the first result - a page from his company's website telling me he had about 13 million of the things. Magic.
Today, what once was magic just looks like a list of content farms, links to Google's own commercial sub-sites and whoever has spent the most on SEO. (They used to be cool but now they're too commercial? Well, maybe sometimes the cliche is true.)
Three things have changed at Google since the days their search results seemed like magic. Two are very well known.