> SEO seems to have become a huge obstacle course that smaller websites can't play.

Absolutely right. I recently started a blog, and was disheartened to learn that I have sign up for accounts with several search engines, conform to their standards and rules, give them a bunch of data... and still sometimes have mysterious issues with indexing with no real recourse. How much time and effort do I really want to spend to play the seo game? I have a job, projects, and hobbies, I don't have the time or patience to play their game of "let's fuck with things randomly until you get indexed and ranked higher". That was fun for a few hours, but I'm done with it.