As AI generated content takes over the web, algorithmic search will become increasingly useless. In fact, for many things - like what to buy - it already is useless. Your best bet is asking your family/friend/neighborhood groups. If I had trillions like google does, I'd invest in hiring a whole bunch of humans to curate a search index that is actually useful. It's something a new player will never be able to scale up…
The temptation for a for-profit company to corrupt that index would be too great to resist forever.
What modern capitalism really seems to do is produce cycles of improvement to gain marketshare followed by enshittification to cash in. The average of the cycle leans more towards the enshittified state than the improved state.