Hello,
I think your client is deeply obsessed with your
SEO services and really doesn't care about variations to increase sales. I would say create a plan as bobchrist but don't unleash it on your client (it wont make any difference). Just keep updating it with the latest information and when the time comes (always comes) when he/she starts screaming "i need more sales,
SEO is not paying off, what do you suggest...blah blah"
that is right time to drop the bomb....
Thankyou