I was approached by a local business to build backlinks for his site. After I analyzed his keywords I found out that he ranks 6th for his main key, and within the top 20 for most of the others. On the main keyword the 5 sites above him had less than 15 backlinks each and had lower page rank. He had 1200 backlinks and a PR 4. The only difference was that the other sites used the keyword in the title and he uses numbers. I know for sure that if he just changes the link structure he could easily take over his niche in a variety of keywords. So my question is this: How do I approach him with this information and still make some money. I can build him backlinks all day long and I don't think it would help, but it would make me some cash. However, I really want to help him rank his site better. I'm thinking about long term business relationships within my local community. Building trust and getting results. Anyway, how do I tell him that it is his SEO and not backlinks that is the problem and still make some cash? What should I charge for this basic information?