Stoney deGeyter isn't trying to coin a new phrase. He just sees his job as Web site optimization, or WSO, rather than search engine optimization (SEO). A lot has changed since he began optimizing Web sites, and he just wants the term to reflect his job.
Back in the day, deGeyter and others optimized for search engines. Rankings became the goal. Today, SEO goes much further. Rather than optimizing for search engines, DeGeyter believes SEO professionals really optimize sites for people searching for information. DeGeyter also analyzes other reasons to change SEO to WSO.