“Facebook’s rising dominance as a referrer led to … content that was optimized for social media. … The problem with social-optimized content is that its overt, eerie familiarity drapes a kind of lowest-common-denominator cynicism across the internet … [and favors] exaggeration over subtlety. … SEO content, on the other hand, dispenses with the emotional in favor of the mechanical. It can be stilted and awkward — but it’s more honest and transparent.”