Search Engine Optimization. A bit rubbish, really, as far as descriptive terms go.
Of course, search engines can’t be optimized, or at least they can’t be by anyone outside the search engine. The term SEO originated at a time when all you needed to do was hack the underlying code of web pages in order to make them appear higher in search engine results listings. Those days are almost at an end. The future is about positioning, which is more about marketing than it is about code.
And no wonder.
To me, so called white hat/black hat “ethics” have always been a divisive mis-characterisation of our community, as it places undue emphasis on questions of moral philosophy, as opposed to marketing process. “Placement” means a lot more than getting a page ranked in the SERPS – it means getting seen on search engines – and that can include news, PPC, vertical search, regional search, distributed advertising networks, and more. As for nebulous phrases like “High quality web sites typically rank well” – it’s just as true to say “High Quality Web Sites Typically Rank Poorly”, or “Old Sites Typically Rank Well”. Essentially meaningless, unless you have a clear understanding of the context in which they’re stated.
Time for some decent editorial control on that page.