At this point, if search results are dominated by SEO paid placement, then Google search should be as ripe for disruption as the search engines it replaced.
I think a non-profit, curated index is a good first step to disintermediating this whole shady (and spammy) industry.
Not with good algorithms and curation. Sure, it will be an arms race. But another benefit is that it would be completely open, so people could build better algorithms on top of it without having to write their own crawlers, which nobody can do now with Google (at least not for free.)
[1] https://evolutionnews.org/2017/12/wikipedia-co-founder-calls...
Spammy articles should be dealt with the way spam is dealt with in email. Pruning is the way forward in my opinion. Consistent cleaning of the search results of spam and ensuring high quality results should be the priority. I don't understand why the tech crowd is so anti-advertising. I rather the tech crowd focuses on coming up with solutions to remove bad advertising methods rather than do away with advertising all together. The latter will just cause big job losses and the ones affected won't be the large corporations but small business that rely on these cost-effective advertising solutions.
1. It's easy for people to tell the difference between advertising and not-advertising.
2. The collection of private information is strictly opt-in, owned by the collectee, and deletable by the collectee.
3. Advertising is a healthy competitive industry with no one company controlling a majority of the business.
None of those things is true in the Googleverse today.
I think the problem is figuring out how we systematically identify things of value.
My personal feeling is that the solution lies in having good 'seed' URLs with which to build indexes. This might be done using curated lists, as a number of people here suggest, or perhaps through crawling and scoring the content.