What are major challenges facing the SEO industry?

Hi !

Now a days SEO become more demandable field and I think it face many challengies.
So that I want to know according to you What are major challenges facing the SEO industry?

Today as of google is updating its algorithms the serp of many site are not stable.
I think seo industry has to search for the new process that could make the difference on serp and that are according to the google algorithms.