SEOは時代遅れなのか？

米ロイターにこんなコラムが。

Is SEO DOA as a core marketing strategy?

(Reuters) - Ron Springer is overhauling his company's website and is spending a big chunk of his marketing budget to help boost its search engine ranking. He had no idea he might be throwing his money away on an outdated strategy.

そこそこ長い英文なので読むのに疲れました。
日本でも当然のように言われている「BLACK HATはダメよ」とか「SEOが万能ではない」とかそんな内容でしょうか。