Amid unfair industry blame for the failings of the modern web, we aim to challenge stereotypes and spotlight real individuals in SEO.

When The Verge published "The people who ruined the internet" on Nov. 1, it caused a shockwave across the search engine optimization (SEO) world. Their writer, Amanda Chicago Lewis, described us in a particularly unflattering way.

Instead, I'd like us to use The Verge as a jumping-off point. I'll show you why I consider their piece problematic, describe the impact it's had on us in SEO, and then zoom out to what I see as the more interesting conversation:

Who, if anyone, "ruined the internet" and how did it get us where we are now?

Buckle up. It's going to be a long ride.