My biggest SEO Mistake ever was about 7 years ago at a time when I was too hungry to be fussy. I accepted a clients brief from their marketing department who were not at all net savvy. Part of the brief was to chase a set of Keywords/Prases that were quite clearly put together in "Comittee" and read like a dictionery or thesaurus. They were obviously very much afraid of missing something out.
Well I took it on with no promises of positions to be achieved, just that I would obtain "Substantial Improvement". Needles to say that even though I achieved very good growth in visitors for the targetted phrases that were pertinent to their products and services, the fact that some of their really obscure search phrases did not improve in the SERPs, they felt that I had not delivered. This lead to ill feeling and me walking away from a sizeable client.
The lesson learned then and not deviated from since is:
Hold a "Clients Needs Annalysis" and agree the objectives. If a sensible set of objectives can't be agreed, walk away then and let somebody else get the grief that results in chasing rainbows.
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