One of the things that a client needs to understand about SEO is that the playing field is not level. It’s something that must be communicated about expectations and results. Trust is built when you are honest about results and predictions come true and you do the work. If you don’t obtain results in a reasonable (client’s expectations) time-frame, then your time with the client is over. If you build and deliver results, you get the privilege of working with the client. The more work done, the greater the results for the client. Most clients know and begin to learn that the more they do on their sites compared to their competition, the better they will fare. I like to make the analogy of SEO and online marketing as a race, and if they stand stand still, how can they compete or even finish ahead of the competition?