Interesting enough my friend's background was in SEO so this topic also came up, and currently one of my books does show up immediately when asked about the subject!
The early days of Google felt very similar to the current state of LLMs. The web at the time was filled with the laziest keyword spam, search results where awful. Then Google changed all that (hard to even imagine today): you nearly always got the results you wanted without garbage. Early Google fought spam pretty aggressively, old time HNers might recall when the Genius lyric site was caught gaming the system (more aggressively than standard SEO) and was permanently punished in Google results. Similarly early Facebook was actually pretty pleasant, just a way to catch up with old high school classmates, I don't even remember ads in the early versions.
My guess is LLMs will follow a very similar path, but because it is a new medium it won't evolve in exactly the same way. I suspect once the major players are established there will be no more SEO, but rather major advertising agreements behind the scenes. One nice thing about SEO is that anyone could do it, sadly I think we'll soon be back in a world where only big players really matter.
To be clear, I don't have any fantasies that "this time it will be better!" I'm pretty certain we'll see the same enshitification cycle play out, but I'm trying to enjoy at least being on the less-shitty part of the cycle for a moment.
The early days of Google felt very similar to the current state of LLMs. The web at the time was filled with the laziest keyword spam, search results where awful. Then Google changed all that (hard to even imagine today): you nearly always got the results you wanted without garbage. Early Google fought spam pretty aggressively, old time HNers might recall when the Genius lyric site was caught gaming the system (more aggressively than standard SEO) and was permanently punished in Google results. Similarly early Facebook was actually pretty pleasant, just a way to catch up with old high school classmates, I don't even remember ads in the early versions.
My guess is LLMs will follow a very similar path, but because it is a new medium it won't evolve in exactly the same way. I suspect once the major players are established there will be no more SEO, but rather major advertising agreements behind the scenes. One nice thing about SEO is that anyone could do it, sadly I think we'll soon be back in a world where only big players really matter.
To be clear, I don't have any fantasies that "this time it will be better!" I'm pretty certain we'll see the same enshitification cycle play out, but I'm trying to enjoy at least being on the less-shitty part of the cycle for a moment.