[gk1]

1. List some of the high-level factors that affect search engine rankings. Eg: quality of content, mentions on other sites and social media, and site structure.

2. Circle the factors over which you as a developer have control. In the above example it would be "site structure."

3. Explain that the other factors are out of your control or are not within the scope of work.

There's no shortage of marketing consultants (I'm one) and specialists that can help with the other factors.