When it comes to mapping out the services LeadGen Compass provides, search engine optimization, or SEO, creates some internal friction. On one side are the veterans that have watched spammy companies and SEO gurus make extraordinary promises about getting you to “#1 on Google!” and say they never want to be associated with the term, SEO. On the other side are newer employees that don’t know of another way to describe the work we do, which is optimizing your website for the search engines. Eventually we settle on a term like search engine visibility, which keeps the peace but no one outside of the organization knows what we’re talking about. In a way, the entire discussion is a microcosm of what we help clients do with SEO.