Certainly seems that way if you observed the waves of usability Google search underwent in the first 15 years. There was several distinct cycles where the results were great, then garbage, then great again. They would be flooded with SEO spam, then they would tweak and penalize the SEO spam heavily, then SEO would catch up.
The funny thing is that it seems like when they gave up it wasn't because some new advancement in the arms race. It was well before LLMs hit the scene. The SEO spam was still incredibly obvious to a human reader. Really seems like some data-driven approach demonstrated that surrendering on this front led to increased ad revenue.
Certainly seems that way if you observed the waves of usability Google search underwent in the first 15 years. There was several distinct cycles where the results were great, then garbage, then great again. They would be flooded with SEO spam, then they would tweak and penalize the SEO spam heavily, then SEO would catch up.
The funny thing is that it seems like when they gave up it wasn't because some new advancement in the arms race. It was well before LLMs hit the scene. The SEO spam was still incredibly obvious to a human reader. Really seems like some data-driven approach demonstrated that surrendering on this front led to increased ad revenue.