its not that people are anti-SEO, its what you so-called "seo experts" think SEO is. As far as I'm concerned, optimizing for search engines means using best practices in designing the website. That includes, rich content, proper title and description meta, link text and title that describes the destination properly, alt/title for image and proper use of headings. SEO and accessibility go hand in hand. The marketing aspect of SEO, is integrating social media and targeted advertisement. If what your content is worth it, link building should come naturally. If you go beyond these practices and try all these scams to build fake reputation for your worthless website then you truly do not deserve to be on the internet. Trying to scam your way up the SERPs is an awful thing to do and it just ends up pushing better qualified website down, eventually, ruining the online experience for millions of people who now have to take more time out of their lives to find the relevant information they need. SEO is a must for every website, but if you try to scam your way up the ladder, you deserve to be thrown off it.