I like how SEO articles like this one are trying so desperately to not seem like SEO scumlording anymore due to everybody realising over the past few years that it's mainly a very grimy/scummy industry full of fraud and grubbers. Go look at the google trend for "SEO" [1] (isn't very statistically rigorous, but y'know...).
[1] https://trends.google.com/trends/explore?date=all&geo=US&q=s...