A surprising number of leads I talk to discuss how their past SEO efforts have left a bad taste in their mouth. They are hesitant and critical to jump on the SEO train again. We all know that bad business relationships always end with bad experiences, and can effect decision-making in the long term. What it boiled down to is mis-allocated efforts being focused on the wrong goals. When the wrong goals are selected, energy invested will yield non-optimized ROI and highly-optimized frustration.