SEO/PPC Jobs, dreaded question

[littleman]

So, I'm to get this medium size SEO/PPC job and so far most of the dialog has gone well.  Yet there is always the question that comes up that I have a hard time answering: 
"How much of a jump in traffic should I expect from your efforts?"

I of course had a hard time answering this because I didn't want to make up a number when there are always many unknowns. 
To me the right answer is:
"A lot more than you are right now, but I can't tell you how much exactly yet."

But that isn't what CEOs want to hear.  What do you do when you are asked this question?

[nffc]

It depends but if the site is relatively poorly ranked I used to say at least double. Double turns them on.

[Rumbas]

I think you answered it very good yourself.

Usually I would say something like we're not in control of Google or your competitors, but you're doing pretty bad today and lots of room for improvement so a pretty big increase is expected.

[Peter]

Agree with nffc - if they have had some good work done, turn them down. If not, you should be able to double it easy.

The harder question is "How long?" 

[dougs]

Tell them they are morons and show then how crap they are doing stuff in comparison to others. Hey I have no idea how much you will get but sack me if I don't add value:) If I was recruiting ( which I do lots of) I would employ you on the spot.

Doug

[4Eyes]

"How much of a jump in traffic should I expect from your efforts?"

I generally respond with a more polite version of

'you are asking the wrong question .... you should be asking 'how much profit will you make me?', and the answer to that largely depends on how much you follow my advice. Traffic without 'conversions' is a 'cost' blah blah blah "

........  then I would pitch for a 'conversion improvement' contract as well.

I don't really like doing client work unless I can also do some conversion improvement work as well - if they aren't making enough profit from what I do, they won't carry on paying me for very long.. and for most of our clients, conversion improvement is an easier way to make a difference that matters to them.

... of course, depends on loads of factors as per other comments.

[dogboy]

yeah, I go with the flat out, "I have no fucking idea.  If you had all you're shit together I could tell you.  But since that assclown left you a mess, it will take me at least a week to establish your baseline upon which I will base my efforts and we can measure my impact...sir"