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Eugine_Nier comments on Hack Away at the Edges - Less Wrong
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SEO has to be hard for the simple reason that it's zero-sum. You're competing against all the other people doing SEO.
In principle, “good” SEO is not entirely zero-sum: it improves the quality of search results, by making sites, and pages within those sites, which are relevant to the user's query more likely to show up in results than irrelevant sites and pages, and the results for those pages to be more clear about what they’re about.
Successful SEO is zero-sum to the degree that it is done by sites competing against each other which are fungible to the searcher, as TheOtherDave hints. There's also a lot of advice and offers for doing this sort of SEO because that's where the perceived money is.
There's making your site look good (to the search engine), and then there's making your site be good.
This is probably less relevant for "technological singularity" than it is for, say, "cheap air fare."
How many people who aren't already familiar with SIAI search for "technological singularity"?
I don't know.
I do know that SIAI thinks "technological singularity" is a search string it's valuable to SEO for, since it's on their list of search strings to SEO for.
Probably quite a few. Wikipedia records roughly 2,000 daily readers for that article; someone already familiar with SIAI probably isn't going to be going there thinking 'what was that "singularity" thing again?'