The author assumes that the reader has some familiarity with the term SEO. Even if they did not describe it well enough, it is not out of malice. If the reader

The author assumes that the reader has some familiarity with the term SEO. Even if they did not describe it well enough, it is not out of malice. If the reader does know what SEO is then the author is stating their point very clearly, unlike the SEO-gamed articles that the author is railing against.