I’m totally on board with the redefining of SEO to “Search Experience Optimization.” I’m not the first to suggest such a change in the meaning of SEO, but I think that it is a much better definition of what true SEO is today.
Search “engine” optimization is all about rankings. If we are optimizing sites for search engines, then it implies that rankings are the goal, rather than an avenue to drive traffic. But the search engines are not our customers, people are. So talking about SEO in terms of search “experience” optimization is much closer to the mark. The goal is to optimize our site for the visitor that comes through search. It covers rankings and usability of the site.