I hate SEO, anything that biases search results are a bad thing in my opinion. Searches should be based on relevance, not companies trying to rig the system to appear higher up in searches. After all, most search engines need funding and so just pay to be an advertised link and fund the service you are actually looking to use for your own corporate profit.
There are other reasons I hate SEO past that, lots of companies request asinine things because they read some article from 10 years ago about how to boost SEO ratings which contain information which is either massively out of date or never correct to begin with. It kinda gives me a headache to explain why those things don't work when they are requested, kinda like the headache of trying to teach a politician not to lie.