Much like paper currency, the value of a click is being debased.
Every time The Facebook updates its interface, lost navigators end up requiring more clicks to find familiar territory. The resources spent creating lurid link bait headlines are great than those spent on content. Articles are subdivided into multiple sections requiring clicks.
According to Merriam-Webster, optimization means:
an act, process, or methodology of making something (as a design, system, or decision) as fully perfect, functional, or effective as possible
On the Internet "I don't think that word means what you think it means."