When it comes to chasing tails, there a means that are seen as utility.
Utility seen for the sake of it. Chased with the easily measure money source.
What a land into the defeatism, it's always the short-term. At least for the others, such the noting of SEO fads and the fluctuations between, there's always a way to be patient and follow the long-line.
That's not for the others chasing the short-term business.
Build a business model on a stack of cards, it's what you get.