Talking SEO to business

Talking SEO in SEO terms to business is a no-go.

Business usually is neither interested - nor understands - terminology such as SERPs, positioning, keywords, etc.

I learned this the hard way, but Laura at HighRankings puts it succintly:

How to talk SEO to a CEO

Talk numbers, money, traffic. Show pretty graphs. Steer clear of tech talk.

Attire: suit
Say: “Looking at last years’ numbers, if we implement SEO to this subsection of the site, we can drive traffic up at least 15%, which means a possible $8,000 a day more than 2005.”

Rand Fishkin also adds:

How to talk SEO with a Small/Mid-Size Business Owner

Talk ROI, engage them about their specific business, don’t use industry buzzwords (like SERPs) and focus as specifically as possible on their industry and their business
Attire: Suit, no tie
Say: “Your firm is currently offering the best products and services in this niche sector and SEO will allow you to reach customers who want exactly what you sell.”

What they want to know - bottom line:

“How much will it cost, and how much will I get from it?”

Answer that well, you have yourself a client.