Why would SEO be a scam?
Because it doesn't work anymore
Note: there is a difference between "SEO" and internet marketing
So called "white hat" isn't actually SEO at all
White hat has almost nothing to do with actual "optimization" for search it's just marketing
And "black hat" which is *actually* about optimizing for seach, is pretty much dead/dying
There are few if any actual avenues for competitive optimization strategies beyond marketing/advertising
Or am I wrong?
Because it certainly seems to me that SEO is a pretty much a weasle-term for "rip off"