How to explain the ever changing SEO enviroment to your client

[Dustybones]

Explaining the constant changes in SEO tactics and Google Algorithms can be frustrating for the client and the agency. Kristina Kledzik gives some advice on how to talk with your client. Another great post by MOZ

Convincing Old-School Clients that Things Have Changed

There's a reason we use the terms "white hat" and "black hat" for SEO: it used to be the Wild West. Black hat tactics were so effective, they were almost necessary to market online. Paying a few thousand dollars to an SEO could get you to rank #1 for almost any term (before you let them go and your competitor paid them the same to outrank you). You only got a few thousand dollars in return for that ranking, though, since there weren't many people shopping online yet.