6 SEO common mistakes

A good read from the guys over at SEOMoz which covers 6 keyword research mistakes:

1. You're being unrealistic
2. You're looking at broad match rather than exact match
3. You're targeting plural instead of singular
4. You're ignoring conversion
5. You're selecting keywords that are out of context
6. You're failing to conduct keyword reviews

 Full article is here

I think I need to go back into my sandbox and brainstorm...