The Differences Between SEO and Information Architecture

SEO and information architecture folks kind of realized that as long as you're not trying to do dark SEO, just doing really good content with well grouped, well structured, well labeled gets you a very long way. And then there are tweaks, which I don't know, I have them 10 years ago when SEO was all the rage. That's possibly why at a point where information architecture fell off a bit as well.