The hardest part is making them look at their own traffic (increase/decrease) depending on the strategy (and depending on their branch, should you check it over the week, month or quarterly).

I am pretty out of the game, but my experience is the greyed out text under the search result changes a lot. Now this was a webshop cms (OLD) had to be altered to accommodate to that. (I believe that's a specific meta-data you can input upon specific articles).

Our search results were [Title: Article name] {greed out: specific information that was relevant to buyers (expert buyers)}

For example a stone:

[Brick: Grey stone, baked]

(URL)

{perfect for building a wall}

Depending on the content the {} values are more reasuring for Buyers before clicking and checking it out, This is my experience in a niche market in The Netherlands (not in stone).

I don't have any Idea what those meta-tags were anymore (i really believe it was some meta-thingie) that secured that greyed-out area, but I'm sure you can find that out ;)

EDIT: By {} info I mean, specific technical info for the experts, so not 'great for keeping out mexicans' but something like {bla bla bla density, morter used, something something techical stone related}. AKA, info for the nerds!