On the Internet, the market is certainly huge, but it is also fluid. The markets never stay in one place. Things can turn on a dime with each new innovation, and an idea can quickly spread through the world without much preparation, fanfare or trouble. No matter what the ICANN or the W3C does or is willing to try, the Internet is uncontrollable – the only thing to do is help it grow, not to even think of trying to put a handle on it.

And that is, in essence, what an SEO service does for the Internet. SEO services help it grow. It might be in directions that are completely useless, such as spun articles and poorly imitated content flooding the Internet, but it can also be an anti-SOAP movement that spread throughout the world without any visible head on top. The Internet is like a hydra, in that sense, and it has also been described as an ecosystem with no apparent predators. But with SEO, there is at least a semblance of organization.

Nothing more, nothing less. The best SEO service cannot direct you to a page, make you buy something or contribute to a cause. SEO is only a guide through the Internet and the Internet user will always have the final say. And the best part is, SEO will never be taking the reins from the user, because then the Internet user will surely go the opposite way. All the service can do is point the user in a general direction, and hope for the best, for all concerned.