The problem is, users might be swayed by the ads instead of the discussion. Due to short attention spans, users mainly focus on whatever that appears first and those ads might even rank top.
There have been cases such sites (e.g. Bittrex) were placed above the legit ones on the search results pages, and many fell for them.
Solutions:
- Use Duckduckgo
- Use adblockers like Ublock origin, I personally like it... another one adblocker plus
- Use antiphishing extensions metamask,netcraft,cryptonite etc