I might be called an “SEO skeptic.” That’s not because I think SEO has no benefit — In fact I think understanding SEO is essential to managing a Web site well. So how can I be a skeptic?
1. De-emphasize Web content as content created primarily for people, and
2. Over-emphasize a small subset of Best Practices for Web Development
While this might lead to short-term gain, it risks creating long-term problems. This is why I advocate treating SEO as a benefit of having a well-managed Web site rather than a type of work to be done for its own sake.