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Search engine optimization is a mixture of science, experience, and luck and it is a driving force that helps bring traffic to a web site. Along with pay per click advertising and link building strategies, optimizing content is a must if you want to gain traction against your competitors.

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1. Not conducting any user research
2. Conducting “pretend” research
3. Conducting research, but the wrong type
4. Conducting one-on-one research, but with tasks defined beforehand
5. Not inviting stakeholders to attend research
6. Not prioritizing findings
7. Not relating to business objectives
8. Missing the larger picture

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