There is no any othere meaning of Search Engine Optimization excluding that OPTIMIZE WEBSITES according services or Product related keywords or phraces, But there are some rules need to follow.
Many Customer do not let us focus on seo rules those are important for serps ranking. Customer want website optimization on very tough and hard keywords at first page with in few months without analyzing.
I need every time customer to answer me for their project, I ask few question regarding their website technicle analyzing but most of customer do not answer and that make seo working hard.
For Brand Marketing Advertising and analyzing as i described that my side asked questions are very important to answered. There are 9 to 10 Questions those are important to answer so i can properly judge your website.