1) Is SEO always an ongoing service? Another words is it something that most definitely should be charged monthly or at least more than once?
2) How do you go about talking with a client about SEO and discussing lengths and prices when you can't guarantee that you will get their site up to the front page? I have a family friend now that wants to pay me to do some SEO for his website, and always at the end of our brief conversations he'll be like "But you can get me up to the first page, right?" Basically, if I can't guarantee getting him up to the first page, how do you go about getting someone to pay you for SEO? It seems like a gamble on his part. Keep in mind he's old and technologically handicapped so he has no idea about how it works.