Godin's company is Squidoo. It's an odd little web page builder thing. A "Lens" is what he calls a "page". Because if he called it a page, then no one would care. Now almost no one does.

lens in this sense means "Do my SEO for me"

you know, I've looked at squidoo a few times in the past, but never managed to figure out just what the heck it was for. I still don't know.