Tom Foremski’s post is fascinating, not so much for what he gets right but for what he misunderstood. Read his post and comments to see what is broken. What is broken is lay people’s understanding of how search engines work. It is why Search Engine Optimists are able to overcharge so many businesses for services they don’t need.
I’m not saying Search Engine Optimization doesn’t have a time and a place. I’m simply saying that the average person doesn’t understand that place. That is why so many business owners pay Search Engine Optimization (SEO) firms–sorry to the handful of ethical SEO firms–what amounts to extortion money out of fear of losing their rankings; even when that ranking brings traffic that doesn’t convert. Sad! They should ask better questions.