Of course education comes into play and looking at point 9 (You think SEO is about meta keywords and therefore don't understand why it should cost more than a few bucks) - some non-SEOs do not understand the hard work, determination, strategic planning and experience that goes into this type of work. There isn't a magic formula that shoots a website up rankings - which then can result in traffic growth.
You could argue that expectation management is a result of the service being sold by the salesmen in order to win the account - and I agree - i've heard Jill say one that the key is to undersell and over deliver. That isn't always so easy - especially when someone doesn't understand the work that goes into an SEO service by a good ethical SEO. So I think the issues are:
- Recommendations implemented months after delivery
- Expectation management of SEO service is too high for short term plan
Don't get me wrong - a good SEO usually surpasses expectations but when the recommendation delivery is hindered and progress stagnates - there is an issue. But then you do get clients that believe they should be top of the listings within a month for an extremely competitive keyword even though they are competing against established authoritative brands with a website that is less than a year old, generic title tags, inaccessible navigation and a non-existent off page strategy.
Anyhow just wanted to get your thoughts on this and additional thoughts/points on the article?