As paid listing opportunities grew, some SEOs started doing that work in addition to gaining editorial listings. That caused some to wonder if �search engine optimization� still best described what they were doing. That�s why in 2001, I proposed that �search engine marketing� be used as an umbrella term. As I wrote then:
As the nature of search engine promotion has expanded and matured, the label �search engine optimization� hasn�t seemed to cover what some companies and individuals feel they do. But what should come to replace it, if anything? The venerable phrase �search engine optimization� originally emerged to cover the optimization that was done for crawler-based search engines. Now directories are a big part of the search engine mix, as are paid listing services. In many cases, you aren�t really �optimizing� for these other venues, but you certainly are doing work that can influence how people are listed.ajmalseotipsandtricks.blogspot.com
Personally, my preferred successor term is �search engine marketing� �. I�ve liked the term because I feel it encompasses many things: optimizing for crawlers, managing paid listings, submitting to directories � you name it. All of these activities are marketing on search engines.