Given that the cost per acquisition (CPA) through organic search is a fraction of most other media, Jeff Quipp had this observation.

For Clients:
If Sales/ROI = Increased Qualified Referrals + Improved Rankings
then:
Authority = Increased Qualified Referrals + Improved Rankings
then it stands to reason that:
Sales/ROI = Authority building = industry knowledge + authority building knowledge

Its really difficult (though not impossible) to have real success without the presence of both elements (industry knowledge and authority building knowledge). Accordingly, it requires a very close relationship between SEO and client, and IT WILL require client involvement. The more client willingness to participate as needed, the better.

photo credit: jaycoxfilm

So, if you find yourself as a client at Stage 1 or 2 and wishing you could secure more low CPA business, consider stepping up your level of activitiy in the SEO process. In the end, content is key, and only you have the necessary knowledge. It does require your involvement though!

I always stress to clients that the more involved they get in the process, the better the results they will see. They always seem willing at the initial sales meetings, but their enthusiasm quickly fades once the project starts. Success takes persistent effort. It is not a lottery game.