Christine Churchill, editor Search Engine Land, reports on how the success of a search marketing campaign revolves around correctly identifying targeted keywords. This keyword research process can be difficult and is not fool proof. She provides 8 commonly made mistakes that save you money and streamline the process:

1. Targeting keywords that people never use
2. Confusing keyword popularity with keyword appropriateness
3. Not considering user intent in keyword selection
4. Selecting single keywords
5. Keyword misalignment
6. Not considering the competition
7. Failing to periodically review keywords
8. Not allocating enough resources and time to perform good keyword research

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