SEO is a fairly complicated beast, made all the more complex when you need to explain what it is to a client who doesn’t really get computers! The first thing you need to do is understand to what extent your client works with computers. The last thing you want is to confuse your client using unfamiliar terms, or insult your client by using too simple explanations.
Different people learn at different rates, and in different ways, so it’s a good idea to take this into consideration when it comes to explaining things. For instance, some people tend to learn more by talking and listening, others learn quicker by doing! You could use some practical elements to explain SEO to your clients as well as explaining verbally.
You need to break down what SEO actually means. Search Engine Optimisation essentially helps websites to appear on the first pages of Google, it helps people find your site when they search for certain keywords and it makes it easier for people to find your business/website.