What would you call this?

I was reading here in the forums that those in the SEO business have a hard time gnerating clients essentially due to the fact that it's called.. S-E-O and there have been so many scams and bad reputations defaming seo services. Which led me to think which I can not come up with a good enough reply so maybe you all can help me out :If not SEO, what would you otherwise call it ?

I like to use the term Search Marketing or Online Marketing. Either one gets the point across and opens the door to a lot of other related activities which you can bill $$ for...

Search Market Consulting