+One sided strategy: Do optimize for top tier engines and natural AND PPC
+Failing to determine conversion values: Do determine values in step #1
+Bidding on PPC randomly: Do (again) determine conversion values
+Failing to consider seo in the redesign process: Do engage your SEM firm right from the start
+Cookie settings too short: Do set your cookies to accommodate “searchers” that may visit 2-3 times before buying.