One of the biggest struggles of any marketer is setting expectations. This can be with the client, boss, internal teams, vendors, etc. Without preset expectations, we form our own and are bound for disappointment.
This is especially true for Search Engine Marketing. It’s still sort of a “wild west” and most people think they know how it works. And they are probably wrong. Most don’t understand the work involved with rankings.

Oh, and there’s one more thing: It’s out of our control. We can only follow practices that are known to make a difference.

With that said, any SEO or marketer should set expectations up front as quickly as possible, you will run into this painfully familiar situation: