We were all there before. You’re pitching on a huge long-term SEO strategy for a prospective customer or your boss.

The pitch was fantastic, they enjoy your thoughts, and then the CMO says: CMO: “That’s how much development we can expect if we partner with you?”SEO: Oh, that’s not how it works. In fact, predicting any particular changes or ranking positions is difficult because there is no way to force a keyword to rank in a particular place manually. We can’t force customers to take action, just promote them by… CMO: “Cool, it sounds fantastic! So what sort of development can we expect?”It doesn’t matter that you offer a lot of factual reasoning. Prospective customers can understate

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