Google search can't be as good as it used to, because the web isn't as "clean" (pure? idealistic? honest? legitimate?) as it used to be. People making websites

Google search can't be as good as it used to, because the web isn't as "clean" (pure? idealistic? honest? legitimate?) as it used to be. People making websites with the goal of appearing higher in Google's results means Google has to work on countermeasures. That sets off a game of cat-and-mouse, and means actual good results are caught in the crossfire.