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I think all you need is a face to face sit with him where you can make him understand the conversion funnel and some examples that short term keywords are hard to achieve in 3 months and have a higher bounce rate. In the meanwhile he will get a profit from long tail keywords…as they might have a low search volume but rate of conversion will is high (show him examples and trusted resources...) Be a non technical person and use the business language… if he sticks up to the 3 months deadline and is not ready to change him mind then he might is not a good client and he will give you much pain in the longer run… think before you start! Also, make him understand that SEO is a long term investment so returns in 3 month might not be possible but you people can mutually set some KPIs that he can track on monthly basis to conform that you are worth investing….

So what do you suggest I do in this scenario, Brent? What's the right thing to do?

This is an excellent response Doug. Its gonna help with the call I have coming up right now with the agency

1. Changing the information architecture could cause issues - I'm assuming that you're not doing it lightly and that you're making changes for the best. So long as you're aware of what you're doing then you should be fine. 2. Tons of new content is good- if it's good content. 3 & 4. Sounds exciting!.