By the end of the decade Google will be a marginal player in search

There will be 3 new search channels that catalyze this:

1 - verticalized search engines, e.g. shopping searches start on Amazon 
2 - channels that have distribution and layer on search, e.g. TikTok; many stating their search is better
3 - novel containers for indexing that are > backlinks, e.g. Reddit; soon to be FC

PageRank is exceptional at general search but it's clear the signal for webpages now pales in comparison to new containers that are primarily carrying ugc

The new channels are not mutually exclusive. Many will have distribution in addition to better indexing

And I am not holding my breath for Google to respond...

One counterpoint is YouTube’s popularity as a search engine with a video/UGC-based corpus. 

Effectively #2 globally and in some emerging markets where apps>web (eg SEA) it’s actually the preferred entrypoint for search amongst younger users. “How to x” is one of the most common query types, etc.