Search engines — the window into the web for many people — top their results with pages containing thousands of words of auto-generated nothingness, perfectly optimized for search engine prominence and to pull in money via ads and affiliate links while simultaneously devoid of any useful information.

Social networks have become “the web” for many pe... See more

The resulting product, despite its good intentions, is a search engine that surfaces websites that were written to be optimized for a search engine. You are not the audience; the algorithm is.