I see so many posts about SEO. I suppose that is good since this is the SEO forum!

I feel that often people have all different ideas about what SEO means to them. These ideas might include:
1. Getting more traffic to your site from search engines
2. Optimizing your pages (titles, text, internal links, etc.)
3. Getting more links to your site
4. Installing software that is "seo friendly"
5. Marketing your site

As webmasters, many of our customers define SEO (in their own minds) as something that magically increases sales

So I want to know first how you define SEO, and secondly what you believe your customers feel is considered to be SEO. Is there a disconnect? What are you doing to fix it?