>For example, if there was a passionate person creating authentic, amazing content about dogs, they wouldn’t even crack page 1 on any search for dog toys no mat

>For example, if there was a passionate person creating authentic, amazing content about dogs, they wouldn’t even crack page 1 on any search for dog toys no matter how good their content is. So basically the problem of search engines and Google in particular is discovery. All early Google adapters say that they loved Google because it gave them relevant results and because they discovered new websites on Google. Nowadays they "discover" SEO spam, ads and the usual suspects like the most popular sites in that search category. That's why we need "discovery engine" for Web, something like TikTok but adapted to Web. If search engines were the evolution of web directories, we need to think about how we can evolve search engines.