It’s an advertising service, the way they serve ads is through attracting people to free searches.

It’s much like how a magazine is actually an ad service, but you can open a magazine to any random page and have a chance of not seeing an ad.

Or like how over the air television is actually an ad service, but you have a chance of turning it on at any random moment and not seeing an ad.

He’s not describing how Google attracts YOU. He’s taking about what Google actually sells, which is ads.