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Anybody working in SEO / "search engine optimisation." Complete bottomfeeding scumfuck grift. The only reason it's not considered fraud is because the government hasn't caught up to it yet.
I'm learning web design, and one of those topics I need to learn is SEO so the websites I make rank higher. While I don't like the idea of "gaming the system" to rank higher, it kind of becomes a necessity when everyone does it. What for you makes it such a scummy business?
Because of AI, SEO it's likely to disappear along with search engines. People will just ask AI instead of using Google or Bing.
I'll take the bait a little. I will help small businesses out of SEO holes from time to time. My friends' business was really stuck, and often you just need an outside eye to point out some obvious things: their home page was a splash screen with no text, they didn't use the most-searched terms in their headings, they were using text-on-imagd with no alt text.
As, generally, it's agreed we need businesses to have a society (somewhat unfortunately), and businesses need the internet to function nowadays (mixed blessing), I don't think it's necessarily bad to help the smaller guys succeed.