Sometimes a term becomes so strongly associated with unethical behavior that it can't be used in a more positive context. I think this is true for "SEO". In t

Sometimes a term becomes so strongly associated with unethical behavior that it can't be used in a more positive context. I think this is true for "SEO". In theory there should be no cognitive bias against the idea of optimizing a site design to make it easily searchable; but historically this term is associated with shady practices. One of your comments states that you want to make "SEO" a brand people respect. I don't think this is going to happen in the short term, when the experienced engineers you want to hire remember cursing the unethical behavior of other SEO practitioners.