In an attempt to look relevant while remaining otherwise, David Pasternack wrote an article about the demise of SEO, based on faulty MarketingSherpa research. His article states self serving garbage like:
Unlike Paid Search, in which it's a requisite to continually monitor and optimize one's campaign in order to navigate through a dynamic auction-based environment, SEO is a job that is essentially a one-time task, not a continuing responsibility requiring the services of an outside firm.
Nice article David. It was equally selfish, stupid, and short-sighted.