Say you have some online business…You are doing fine, you have old established website and everything is just right.
Monthly sales are great, you invest into banner ads and paid links but you know that this are money spend without actually growing the core of your business.
1) Set your budget and have it ready to show to the SEO team helping you.
2) Know your niche(category, market) well and list all the keywords closely, essentially related to your business and write them down in a text document.
4) Force monthly payment and demand monthly report on what has been done and what the current rankings are.