What comes in mind when you heard - SEO !

Let me tell you of myself. See the first things that come to mind for
me are: SEO softwares, link metros, link markets, one way links,
directory submission, Onpage and off page factors,public relations,
promoting, strategy, being little witty for link baiting, alt tags,
keyword density, meta tags, robots.txt, sitemaps, internal linking and
ofcourse SPAMing forums and blogs.

It remind of those unlimited
customers that get taken for a ride by companies who promise the moon
with regards to search rankings that they can't even guarantee .

Many
other terms which comes in my mind are : affordable seo services,
search marketing, link building,page 1, number one, ranking etc etc. SEO
is more about acting and implementing techinques in terms of usability
and relevance for your end-user - relevant qualitative text, unique and
relevant page titles and keywords. Also implementing all the things
which makes it easier for your site's visitors and also make your site
more search engine-friendly as well.