This article is surprisingly(for the Verge) unbiased, really well written and balanced. The title is definitely misleading making it seem like the author will be taking the authoritarian side.
100% worth the read.
Which title? The one visible on the page is "The people who ruined the internet", but the one in the <title> tag is "Did SEO experts ruin the internet or did Google? - The Verge".
The current title on HN is "As the public begins to believe Google isn’t as useful, what happens to SEO?"