A substantial portion of this article examines the idea of chasing trends. SEO and SMO, in particular, are targeted as scapegoats. To an extent, that's a fair assessment - if news media cover a particular topic only because it's trending on search or social, it doesn't necessarily lead to quality content. The better route is to cover the topics of your own expertise and view search and social as tools for getting your content to an audience interested in it. The "O" in SEO and SMO stands for optimization, not game-the-system.