The results are awful though. Over the past few years, I can hardly even think of a single search where SEO quickly brought me to “the page I was looking for”; searches end in either a wall of spam, or me getting frustrated and more directly finding what I already know I want. Sites I used to love have withered and died, buried from the lack of traffic.

In other words, what does it matter if SEO is “improved” if the results are junk?