For as long as SEO has been in existence, there have been all sorts of myths about it, and the situation isn't helped by the number of so-called "experts" spreading them. Here's a list of the biggest SEO misconceptions:
>> You can't optimize perfectly for every site
>> There are 10,000 search engines out there
>> PageRank is dead
>> You should repeat your keywords 100 times on each page
>> Search engines don't have time to ban you for bad SEO
>> You should submit your site to every search engine going
>> You don't need content to get ranked high
>> Meta tags are very important
>> All you need is more links
>> SEO doesn't require patience
>> New sites can't get listed in search engines
>> You should have multiple domain names
>> It's good to resubmit every week or every month
If you find companies that tell you any of these things, then you should run away as fast as you can. Don't pay attention to the myths of SEO - the only techniques you should be using are ones that are proven to increase your website's ranking.
There are a lot of unethical, unprofessional business practices in the optimization industry, and you need to make sure you have enough facts on your side to compare the services you're being offered. To have a good SEO campaign, you can't fall victim to the kind of big promises that are always un-promised in the small print. Don't throw away your money: invest it properly in good marketing, advertising, and content.
When inexperienced and unprofessional optimizers scam uneducated SEO customers, it gives everyone who works in the field a bad name. If anyone tells you that it's OK to keyword stuff, or that you don't need PageRank - well, they're just completely wrong.
If you're trying to make money with your website, you need visitors, and that's where SEO comes in. SEO is important because of the amount of competition you have. When you're competing in a worldwide market, you need to stand out.