Whether working in-house or in an agency setting, I’m pretty sure we’ve all been in a situation where it’s easier to explain some of the basic elements of SEO by using analogies.
When pitching changes to things your client doesn’t even know exist, it’s important to remember that business owners, executives, marketing managers and even your boss (here’s to you, Mr. Fussy) are thinking big picture and simply don’t have the time, or need, to get deep in what you’re doing to increase organic search visibility.