which sometimes you'll need an seo expert to do for you because those are equally important. >> tell me some mistakes people make. >> i have three top mistakes. number one is the gut check mistake. this is when you're picking key words using your gut instead of using tools. so you need to be choosing your key words based on popularity, but it's often counter intuitive which sin anymoynonyms are the . number two is the broken record mistake. so you need to be placing your top key words in your title tags and in your headings and in your page copy but you do not want to be stuffing key words repetitively throughout your content. this is against google's guidelines and can get you penalized. number three is the blue light special mistake. having links point to your site is crucial to ranking well on google but you do not want to buy links for cheap because it's all about quality, not quantity.