SEO, the often used shorthand for search engine optimization, could be on its last legs.  We at ELW prefer to use the phrase search engine improvement.  Optimization suggests that there is a highest point that can be achieved through your efforts.  This is not the case, since there are always improvement that can be made.  Even if you are the top of the major search engines for a few keywords, there are always more keywords to work at.  You also need to work on conversions.  It doesn’t matter how high up in search engine results you are if nobody clicks your listing.  You also need people to buy something or do something when they come to your page.  This is why we stick with the term search engine improvement.