SEO solved the problem it was meant to fix, i.e. “users arent looking at our site enough.” You’re fooling yourself if you think it was ever about making searches more useful for the user.
The very conceit of SEO defeats the purpose of a search. The idea is the search combs through sites, finds what the user wants, and returns it to them based on what it believes is the closest match to what the user wanted. It’s a process between two parties: the user and the search engine. The second the websites start trying to inject themselves into this process by adjusting their content to the search, it corrupts the process.
Picture yourself in a library looking through the card catalog. You’re searching for something, using a system to locate it. Imagine if the books you’re looking for spontaneously changed their titles or authorship just to “help you find them” while you’re flipping through cards. Imagine if you’re walking down the shelves and books are literally shifting around like fucking Hogwarts, trying to get in front of you.
That is the inherent issue with SEO. No one but the user knows what the user wants to see, the content trying to adjust itself to appear in the results more consistently isn’t about helping the user find what they want, it’s about making sure the user sees that specific content.
Because every website wants traffic. That’s all it is.