SEO has become such a tainted word that clearly it cannot be used anymore to shorten "Making something useful easy to find in search engines by anyone who might

SEO has become such a tainted word that clearly it cannot be used anymore to shorten "Making something useful easy to find in search engines by anyone who might be interested" - people think anything mentioning SEO is from narcissists or scam artists, and downvote. What other term would people suggest then? Surely it's a real concern for projects to be easily accessible by people looking for them.