ore-they-get-better">Things will get worse before they get better</h2>

<p>So, with the slowly-but-surely increasing mismatch between search engine results and the needs of real people, I‚Äôm hoping we‚Äôll get to a point where jargon-y query modifiers are not required for a quality search.</p>

<p>But immediate changes are likely to suck for the time being. ChatGPT unleashes a whole new world of content churning, and we‚Äôll see an even sharper rise in inauthenticity of ranked pages for a while