If you are manipulating search through SEO you are steering a select few search strings to your pages. For example, you may be running SEO on the phrase "snow tires." That will not impact anyone who is not searching for snow tires. More than that, your motives are immediately transparent to the searcher and the search engine: you are attempting to connect to someone searching for snow tires. If you are manipulating search through algorithmic manipulation you are steering everything. Sure - "most relevant results" yadda yadda. But if autocomplete on "Boeing is" comes out "An American company" on DuckDuckGo and "Doomed" on Google, do you really feel that Google should be able to do that? With 88% marketshare in search? As a publicly-traded company? See, my snow tire SEO guy can't short Goodyear and then do his magic. Boeing? Yeah Boeing can short the shit out of Boeing. Or Bernie Sanders. Or Uyghurs. Or glysophate. Or vaccines.