During these past couple of decades, SEO has changed dramatically.

What used to be a one-man show, nowadays requires a slew of additional professionals. SEOs are forced to be 5 different professionals in 1.

At times they even need to find new and better ways to justify the mere existence of the marketing channel they were brought in to grow.

At the same time, Google continues evolving its SERPs to serve their bottom line, causing organic CTR to take a nosedive.