[Atsuii]

I think some of this is the result of how terrible Google search has gotten, although it maybe a chicken and the egg issue. It is just so much easier to find small businesses/individuals on social media/aggregators than on Google.

[pixl97]

Social media is a spam filtering layer itself. Google on the open web has to filter out an enormous amount of spam on general search.

[sanderjd]

I think this theory has cause and effect reversed.