:D

At the time I was actually doing this exact business idea and one of our founders worked at an airline.

* Parents/students hang out at schools and are probably a good referral/recommendation crowd

* Home buyers are looking for mortgage comparisons on Google (but that's probably a terrible strategy, since this is a highly lucrative segment to market to, so you should expect high customer acquisition costs)

* DIY heat pump installers will probably look at ads on /r/DIYHeatPumps

First step is guessing who your customers might be.

Source: CS grad turned revenue person

* a whole page of sponsored-yet-indistinguishable-from-organic results

* a confidently incorrect AI snippet

* the below-the-fold top organic results being all content spam

* the first actually relevant result from a reputable source being then paywalled with a "you ran out of stories for this month" overlay on a website I have never browsed in a year

* the 2nd actually relevant result prompting a "login with google" overlay with prefilled identity that gets clicked by accident 20% of the time

* all of the above in a Chrome browser, requiring a quadruple opt-out before allowing you to use GMail without also starting a browser-wide session to keep track of your every keystroke

* or alternatively an app based mobile interface where links can't be copied and pasted to prevent loss of tracking

* something with AMP

This is not even close to everything that is wrong, if anything it should be called "barely the tip of the iceberg of everything that is wrong".

In their defense it does feature a bunch of other invisible things (lack of cached results, lack of direct links you can obtain with a right click, etc)