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> I wonder if any (likely well considered) techniques developed to combat this context may be able to be backported to help reclaim the usefulness of general internet search.

For a level of an individual researcher this is easy, you just learn what is true and what is false. For a level of the whole society the battle is already lost, your (highly valuable and competent) solution to make a gigachad search just will be either lost or gamed or sued/prohibited.

SEO spam is worse than ever. The only thing Google figured out is to raise the cost of website above 0 such as by requiring ssl and well written English.

Google is already way more advanced then this. If anything the question is more the reverse: Can Google Scholar publish a university ranking?

Google is advancing only in the field of showing ads.

The techniques described in the article would not work on Google. That makes Google more advanced then Clarivate.