SEL reports that although bait and switch hacking is years old and was supposedly squashed, it seems to be working again for certain terms. What happened to make bait and switch hacking so effective again?
Juha Sompinmaeki of Gametop wrote a piece for Medium about this as well. There's an update, too, from December 9th. Sounds like SEL and Sompinmaeki have reached out to Google, but they haven't replied yet. In the mean time, watch out.