SEO or CEO
I am cautious every time I hear that SEO is a profession. Many people see it as a full-time activity (like programming), talk about abilities, surveys, mathematical rationale, "golden rules" and so on. All this seems impressive on the first sight, but I still see it as a temporary role and not as an equivalent to other full-time positions within a team of dedicated people.
As new trends appear, people on the look for higher income quickly blow up new roles into professions without really understanding what hides behind them. Two months after that they start to call themselves "experts" in an attempt to attract new and solvent clientele. Such behavior is everything else but professional.