The Best Definition of SEO by Matt Cutts from Google [video]
What Matt Cutts explains in this video is something we have been stressing for years. “SEO” or “search engine optimization” should not only refer to building links or increasing rankings. Search engine optimization is something much bigger than that. It is the process of being efficient at all times with everything you do online. SEO requires a person to have the ability to really look at the big picture. Just saying I want to be #1 in Google is an ignorant statement. SEO is diverse and robust delivering traffic from many different directions.
Here are some examples:
Building a website and having conversion metrics properly in place (that’s being efficient)
Writing a press release and utilizing keywords, video & graphics (that’s being efficient)
Writing a blog and interlinking other like minded posts including great imagery (that’s being efficient)