> I found that as search engines emulated natural language, their results got steadily worse
I would wager that that has not been the experience for the general population (read: non-technical people) and/or that degradation of results has not been because of emulating natural language but because of other factors (like advertising dollars).
Search engines have become incredibly more accessible for non-techies during the past 3 decades. Sure, even today a techie is usually able to coax higher quality results out of a search engine, but it's still a pretty recent advancement that an average Joe can just announce their question out loud and a device on the shelf will not only figure out what they are asking with a decent degree of accuracy, but it will also go search for something relevant, extract an answer, and then speak it back to the user in a pretty sensible way.
It is in this senses in particular that ChatGPT feels like a natural progression for search engines.