“SEO is dead” articles are common. Like many other bloggers, I don’t usually bother responding to them. It’s less common to see a digital savvy site like The Guardian wasting space on such articles or for the author to work in Search. Maybe, this time, there should be a response.
The typical heralds of “SEO is dead” tend to be developers or creative minds who believe we have returned to the “if you build it – they will come” era of the internet or those who understand SEO only in the context to a brief encounter they had with it in 2006.