SEO (Search Engine Optimization) destroyed the search experience for ordinary users over the years. This is the reason why you can't find good information on how to buy a good mattress or research the health implications of a certain food category: web search is completely broken because of SEO.

I imagine, the next iteration of this dark practice will become LMO - Language Model Optimization where companies trying to sell you vacations, affiliated doctor's appointments, or "investment advice" will start meddling with either the training data that goes into these language models or with the online sources LLMs access in order to give you more relevant responses.

I hate it already.