Myth 1: Guaranteed Rankings. Don’t trust any company that guarantees rankings. No one knows what the search engine algorithms are, so no one should be able to guarantee you specific rankings.
Myth 2: Black hat SEO tactics are just frowned upon, but they won’t hurt you. Yes they will! Black hat tactics are trick techniques used to cheat the search engine algorithms. Though some of these will help you get a quick jump in the beginning you will be punished. Search engines are programmed to catch you and you better believe that your site will take a hit and drop fast in the rankings.
Myth 3: SEO is a one-time set-up job. Not true. Search engine algorithms are constantly changing, so that means that your website needs to be doing the same thing to keep up. SEO techniques are changing at an alarming rate. Something that may have matter last year, may have very little consequence this year. I cannot stress enough how important it is to manage your SEO on a monthly basis. You will end up spending a lot more money in the long run when you have to completely re-do your SEO and start from the bottom of the listings again in a year or two.
Myth 4: Once you reach a ranking position, you don’t lose it. Wrong! There are new sites being created every minute all around the world. As you know, technology is changing faster than anyone can keep up. So unless you are working to stay there, don’t expect to stay there for long.
Myth 5: Paying for links is a good investment. Paying for links is not worth it. Search engines can tell whether a link on any particular site is genuine. They can see if the content on one website relates to the content on your site. If they don’t relate, don’t expect it to help you. Although having websites link to your website is very useful to your SEO, it is much more cost effective to earn them, and not pay for them.