> THE SHIFT
MATT BOLTON thinks it might finally be time for Apple to offer its own search engine, even if we wouldn’t trust it at first
YOU MAY HAVE noticed recently, as many have, that Google search is increasingly ropey. Unsurprisingly, the first result for any given Google search query eats up the majority of clicks from that search, and anything that’s not on the first visible set of results on the screen (or “below the fold”, to borrow a print newspaper term) sees a colossal drop off in clicks from searchers. What you’ve probably seen in Google results is that the entire first screen is now made up of multiple paid results, Google shopping recommendations, alternative search suggestions, and exhortations to watch YouTube — so even the first ACTUAL search result is often pushed below the fold. The thing that Google believes best answers your question is relegated to a space that Google’s own data must tell it massively reduces your likelihood to see it.