Clients are never very happy to "just leave it up to you" and up until recently a monthly ranking report was enough to show progress and indicate results of your SEO work.

I spend ALOT of time with potential clients making sure they understand the SEO process and exactly what I will do to help increase there rankings- although it really isn't about rankings so much as targeted traffic and conversions. Ultimately it doesn't matter how well a term shows up in SERPS if there is no change in conversions and/or sales.

I will go over SEO basics and strategies so they are clear on what we do. Some clients will know just enough SEO buzzwords that make you think they fully grasp what SEO and SEM is. I have stopped leaving this to interpretation. I have an " SEO Basics" primer that I give clients explaining concepts and terms and what they mean when *I* use them, identify types of strategies available and what they mean and how long they will take to show results. If anything I low-ball when to expect noticeable results. There are so many variables that giving any kind of time frame is next to impossible- times I have tried I have usually been wrong.

When clients understand principles and strategies involved it will be much easier in the long haul to show why and when a particular strategy is working. Educating your client will also help communication and expectations over your relationship and is well worth the effort.