In a way I feel sorry for the SEO companies. Certainly not a field that is on solid footing imo. When your efforts in SEO are essentially being "cut off at the pass", then site owners will soon realize that isn't of understanding searchers behaviour in terms of keywords, but rather how the search engine is going to value or devalue those keywords. Example which I've stated, if you've invested SEO over the years in buy or cheap, then you've likely flushed away some time and money. Essentially what's happening is, that Google is devaluing keywords or simply eliminating them. The SEO game is figuring out which keywords will remain, which will be gone, and which will shift in importance. Without keywords, or knowing what keywords will be used, SEO is like a plane with one wing, a ship without a rudder, or like peddling a bike without wheels, etc. It's like searching "pink shoelaces" and then giving me results and making me click to include results with the word "shoelaces". It's asinine to me. It kind of cracks me up in a sad way. Surely to god it's only experimental. No pun intended on the mental part.