As we all know that SEO is slow and continuous process and it takes time to achieve the results. But as per client perceptive he will definitely ask the question that, "I have paid the money so show me the results?"
Every one wants to rank on first position in Search Engine. Though it is possible but it takes time and need some patience (specially from client side). So till the time we do not achieve the goal how can we assure the client that the SEO is proceeding in the right direction.
Reporting is the way to explain the client but what all should be included in Reports is my question?
Also some time there is no much difference in two reports or some time results are down. So at that time how to convince the client?