I’m not sure this is proving the point you want to make. Arguably the 2022 results are more relevant. If you ignore whether the results are ads or not, the top

I’m not sure this is proving the point you want to make. Arguably the 2022 results are more relevant. If you ignore whether the results are ads or not, the top results in 2022 are all toothpaste brands and lead you to toothpaste websites. The way we search has also changed. In 2022, if you’re searching “toothpast”, you’re much more likely to be looking to make an online purchase of toothpaste than in 2009.