I think that there are current SEO practices that make sense that a search engine uses as a ranking signal, like accessibility (mobile friendliness, screen reader compatibility, +), time to load (performance, image optimization, no js bloat), security (https), no stuff appearing on top the content (modals), use of h tags and breadcrumbs to order content, srucured data for bots and more.

Of course people game the system, apply shady practices, sell courses with tips. It is a nuance topic, the name now is bastardized by marketing companies doing shady things, but on his core is just practices to create good websites and provide a good user experience