When working with multiple people on a site it is best to create a best practice guide. This guide can help to explain the basics like the importance of text, links and crawlability. That way coders better understand the overall goal. It will help to minimize mistakes caused by ignorance like blocking googlebot to save bandwidth for paying customers.
I'm just glad that the acronym "SEO" has some recognition these days, even if the details are still lost in the clouds. It doesn't help that so many people call themselves an "SEO" when they barely have a clue.
So how do I educate about this? One person at a time, and very straightforward, no BS.
Also, I do not formally call myself an "SEO". To me, that's always been a limitation that I don't accept. And now, with the market flooded with (you'll excuse the expression) idiots, I don't want to be identified with it at all.
I'm not a SEO or a Webmaster but have been doing it since the early nineties. Just explain to your clients exactly what you do. I still like the saying, "Customer Is king". No BS. Show your clients examples on how you can get repeat visitors to their website. It sure isn't about number 1 search engine placements. If you have something good, then the customer will tell 2 friends and so on.