he SEO landscape can be unforgiving to those who cut corners. Picture this: you pour in thousands of dollars building links. You finally manage to reach the first page. Plus, you went all in and got your hands dirty with pay-per-click (PPC). But, wait. Despite ranking first and running PPC campaigns, your site isn’t raking in the cash. Then it hits you — you were targeting the wrong keywords all along. You rushed your keyword research. You didn’t think it through. You didn’t study user intent before matching keywords to content. You didn’t do your homework. Oops. Breezing through your keyword research like it’s nothing is a foundational mistake that can cost you hundreds of thousands of dollars. Remember that the goal of SEO is not to rank high. The goal is to attract more customers. Not more traffic, necessarily, but more customers. Customer: (n) a person wanting to give you money in exchange for what you have to offer. If you want amazing results from your SEO efforts, here are four keyword research pitfalls to avoid.