What I do...what we do is often mislabled and certainly often misunderstood. SEO - search engine optimization. Reputation management. SEM - search engine marketing. Add to that all the sub disciplines and practices such as social media management, citation development, link building, website usability design, email list building, email marketing, PPC (pay per click) management.
My thought is that we need a new word that accurately describes and encompasses all of it. I'm calling it Online Visibility. Now everyone agree with me and we shall call it a day. Tomorrow we can deal with the big SEO companies that charge a lot or a little but, do even less for their clients.