When looking at a page of search results I often feel like I’m playing a round of Where’s Waldo. But instead of the guy in the striped t-shirt, I’m looking for the place where the paid ads end and the natural search results begin.
I don’t have evidence to prove it, but I feel like that line used to be more clearly defined. There would be a couple of very obvious ads at the top of the page and rest would be sites that earned their spot the hard way. Results in the right hand column were always ads. I can’t remember at what point ads started appearing in the main results as well.