SEO can be sold as a bit of a “black art” – a huge amount of it is having quality content, that has well thought out keywords, but see what’s advised here:
Digiexplorer (not guru), Senior Lecturer in Digital Marketing @ Manchester Metropolitan University. Interested in digital literacy and digital culture in the third sector (especially faith). Author of ‘Raising Children in a Digital Age’, regularly checks hashtag #DigitalParenting.