It's been going this way for quite some time, but as algorithms get smarter, the efficacy of black-hat approaches is decreasing, and it's only going to get more difficult.
For example, even inbound marketing (funnel pages etc) which aren't technically black hat simply don't work organically anymore. Just a few years ago all you could find were ClickFunnels or LeadPages, now you almost never find yourself in these funnels. Google's gotten pretty smart at adapting very quickly to marketing hacks.
Because of this, I really think that usability and value are going to be the new goals for the vast majority of marketers. While there will always be ways to circumnavigate the system, and always be some loopholes, 95% of SEO is just creating quality experiences, unique content, and excellent technical optimization. Like it or not, Google's a walled garden, and in most cases playing by their rules helps you win in the long term.
We're seeing more and more clients see results from a 6-month to 12-month long term approach - it's expensive, but it lasts a long time and if you do it right, you won't be penalized.
