They are standing in the middle of it and picking everyone's digital pockets while claiming that they can't possibly help in the fight because it's too hard to pick a side. In an alternate universe they would be a Nazi Switzerland.

Google makes money off of SEO spam. They get ad revenue from sellers and then give some pocket change to the scammers from the sellers. All of the money goes through their hands first.

They're evil, they've sold whatever soul they might have had to the god of "money at any cost", and the current shitshow of their terrible search results is what you get when a soulless wreck is left to shamble the earth until its heart stops beating.