Not really everyone's familiar with the example of cooking recipes being breakfast with the author's life story in order to improve their position in Google rankings, but it's far more prevalent than just recipes. Today I tried to look up something about a feature in a particular piece of reasonably popular desktop software. The top hit that wasn't an advert was several years out of date. The second hit was clearly artificially inflated to long form journalism to try and get me to read a thousand words where 10 would do. Duck duck go linked me to some actual recent results, just like I would have expected with the crawlers of the previous era