I used to love crafting websites and cared about SEO. What's the point now, no one is going to find your content. It won't even be on the third page. Google will answer questions by regurgitating whatever it swallowed on your websites and presume no one will click through, it won't even bother marking the authors.
Instead it appears to be prioritising whichever website is going to give it revenue first, e.g. the click farms.
The regular folks don't care, they google for stuff like "am I dying if I have a pimple?" (to which the answer is always yes, apparently). No one does actual meaningful research using Google anymore, if you do, good luck, get your gloves out <picture of dinosaur poop in Jurassic Park>.
The global internet as it stands is close to dead. Discoverability of "cool" things is down to social media, tricked by "influencers", who are tricked by marketing themselves.
We need a hard reset button, it needs to start from the ground up with site rings, and good content. Ah... that last part, "good content", is now stuffed with AI Samey McSamey sounding text. I really don't see a way out of here.
The funny part is we used to think that the internet was going to change the world. We thought all idiots needed was information. Access to information would fix the world! Instead, it only has given the village idiots a global voice: if you can think of some dumb crazy thing, you'll find dumb crazy people agreeing with you, so you must be right!
I've been on the internet since 1997 and I think it's the worst it's ever been.