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Completely agree with the article. I was an SEO for a top 250 site (~20 million UVS a month) years ago and there are two kinds of SEOs. 99.9% of them are this shitty, scammy, scummy personas we've defined. Absolutely worthless. However there are the 0.01% who are "real" SEOs. They get and meet the needs of the users and business, reverse engineer Google patents (they are often SEs with machine learning experience), and do none of these scummy things. They make your business better and improve the experience for users. We "SEO" for your Amazons, Mayo Clinics, and other truly useful businesses who want to do good for the users and who realize by doing so it gets you better rankings. Sure there is some SE specific stuff, but it never overrides the user experience. It complements it. /rant



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