I deal with this a lot. I think there are 3 problems: a) the underlying need for SEO is equivalent to the underlying need for taxes. Or apartment brokers. Or o

I deal with this a lot. I think there are 3 problems: a) the underlying need for SEO is equivalent to the underlying need for taxes. Or apartment brokers. Or other hated but essential intermediaries. SEO is a necessary lubricant, but in a perfect world, it doesn't exist. b) the context SEO operates in is derivative, not fundamental. SEO may need to deal with 50b+ indexes, but the context is not google. The context is parasitic. c) the business model and ROI calculations of many SEO companies are self-serving, magical, non-scientific, and non-provable. I can't tell you how many conversations I've had with SEO people where I suggest doing an experiment, and all I hear are crickets and fear.