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You’ve probably heard all of these myths (usually from someone trying to sell you something) about search engine optimization.  We hear them all the time, too.  But keep the source in mind and we can separate fact from slimy sales techniques.  We want your XSite to succeed so you will renew next year.  Other companies may want you to “jump ship” and offer these hooks, but don’t take the bait.  Search engine placement isn’t something anyone can guarantee, so proceed with caution if someone makes any of these claims.

	Myth #1 - Links, links, and more links
	Another common myth involves website links. When considering ways to acquire and share links with other websites, as with all things SEO, relevance is the name of the game. Links that are related and relevant to the content of your website will provide the greatest value to site visitors and better ranking from search engines. Whether inbound, outbound, or reciprocal, links that are pertinent to your content will always offer the best results.
	Myth #2 - The more keywords you have, the better
	Several years ago, it may have been true that using more keywords generated better positioning, but that’s not the case anymore. When you see how easily someone can edit or add keywords to a web page, even words that are irrelevant to the content of the page, it’s easy to see why. Today, search engines are relying less on keywords for search engine placement, and more on content within the website itself. That doesn't mean that keywords aren't important though. They still play a vital role if used correctly. Their true use is to help you accurately target the search words that you want to be found in. If your niche market is luxury homes, then by all means, “luxury homes” should be a keyword on your page, and used throughout that page’s content. But remember, if a search engine sees your site with tons of irrelevant keywords, they’ll think you’re trying to trick them. The results of overloading keywords, a practice called “stuffing,” can be disastrous, and may result in reduced page rank, or even removal from a search engine's index. It’s easy to add and edit your keywords. Click here to see a short video on how to do it.
	Myth #3 - “Guaranteed” rankings with paid services
	Self-proclaimed experts have flocked to the SEO debate, enticing website owners into spending thousands of dollars with promises of guaranteed rankings, by claiming partnerships with various search engines, or by identifying themselves as search engine “insiders.” Such claims are baseless, and the individuals that make them are typically nothing more than opportunists looking to make a quick buck. That is not to say that there are no credible, trustworthy search engine optimization companies out there. In fact there are many well established, credible sources for SEO or Search Engine Marketing (SEM) advice and assistance. But how can you tell the difference between a credible SEO company and one that might leave you high and dry? Do they offer guaranteed ranking? No one can guarantee ranking due to the secretive nature of search ranking algorithms. Providing accurate and relevant search results is a search engine's stock in trade, and they do not disseminate their ranking formulas. What proof can they offer? Some companies try to lure you to pay for their services through the use of pay per click (PPC) search engines as “proof” of their effectiveness. Certain search engines (Overture, Lycos, Google's AdWords) offer services that allow website owners to place bids on specific search terms. The highest bid gets the best SERP ranking. Since these bids can be changed at any time, SEO companies that use PPC's as evidence are questionable at best. Do they claim a partnership with a search engine? Most search engines adamantly deny partnerships with search engine optimization companies due to the simple fact that such a relationship would most certainly be a conflict of interest on the part of the search engine. If an SEO company claims a special or privileged relationship with a search engine, you should probably look elsewhere.
	Myth #4 - SEO marketing isn’t as effective as traditional forms of marketing
	The benefits of Internet marketing are readily apparent. Imagine removing all restrictions associated with advertising locally, the costs of placing advertisements in national publications, and instead being able to market your company and the services you offer to anyone. Anywhere. Advertising your services to anyone across the world doesn't have to cost much at all. Optimizing your website for better search ranking can be done effectively without having to hire a third party. That's more money in your pocket. Finally, search engine marketing allows you target specific consumer needs that your company handles day in and day out, rather than indiscriminately sending tons of expensive mailers to “John Doe or Current Resident”.