Without hijacking anything, let me take a stab at "SEO is called black magic" issue. The best luck I've had demystifying SEO is to boil it down to its essentia

Without hijacking anything, let me take a stab at "SEO is called black magic" issue. The best luck I've had demystifying SEO is to boil it down to its essential principles, which I see as: * Creating Useful Content * Developing Links from Highly Ranked & Relevant Pages to the Aforementioned Useful Content When you keep it at that level, I've found that it's easy to communicate both what the value of the process is, and why good SEO is hard work. Or, at least, what places good SEO beyond billing high hourly rates for implementing Google's webmaster guidelines. Google's algorithm is always shifting, but those shifts tend to punish sites that rely in either SEO shortcuts, or outright deceit. I have yet to see a site punished for following the useful content / relevant links model.