Google is loosing its search market steadily for last 20 years...
Where do you go for shopping? Is it Google?
Where do you go for travel? Is it Google?
Where do you go for reals estate? Is it Google?
Where do you go for music and video? Is it Google?
Where do you go for job search? Is it Google?
Where do you go for professional contacts? Is it Google?
Where do you go for friends search? Is it Google?
This list may be continued endlessly...
The purpose of every internet business is to take away Google's search traffic. Google cannot win in this competition by definition, because everybody consider Google to be a "general search engine" not selling actual products and services, so we tend to go to the destination page we like, as soon as we remember the site name.
Google relies on HTML content and user Clicks to sort search results. This is needed as long as internet site relies on Google ads or organic search, as soon as site gets direct traffic it does not need to be HTML or SEO (read Google) friendly, it does not need to have any URLs, JavaScript or any other WWW 30 years old technologies, Google search business is a dinosaur, which we will remember as a free ad-on to Wikipedia.
Google search is doomed, what you see is just a beginning. Google search results quality accelerates exodus of users to other platforms, high quality search results contradicts with their profitability as a business. If google gives you the right link right away then you will never come back again. So Google is like Alta-vista now, you go rounds and rounds through search results, Google feeds and feeds you ads, you get exhausted enough by useless search results and then finally it gives you the actual link you are looking for. There is no Google as we remember it in 2000.