I agree with the main idea of the article. Google setup the rules and the legions of clever SEO consultants fly 747s through the loopholes. Google closes them,

I agree with the main idea of the article. Google setup the rules and the legions of clever SEO consultants fly 747s through the loopholes. Google closes them, SEOs pivot, and the tit-for-tat goes on. Meanwhile legitimate businesses suffer. Meanwhile users suffer. Google has one view on the world of content -- namely "one big index to rule them all" and "remove humans at every step of the way" This has made the behemoth blind to their next existential threat -- the real threat to their search dominance will not come from Bing, or Baidu, or another other big-ish play. The threat is on the bottom. In the niches. In curation. Curation from enthusiasts and subject matter experts who will run their own micro search engines. Just as we look at "influencers" for what software to run, makeup to buy, and books to read -- I think one day we might like to use Paul G's search engine on startups and entrepreneurship. Or perhaps a hyper-local search engine run by a consortium of small business owners and civic-minded people?