Myth #1: Only the first rank matters
Many ebooks and other resources that business owners use will place an important emphasis on the need to be at the top of search results, whether that be on Google Search, other engines, or even in places like social media. But surveys have shown that people quite often will look at other results and they will scroll down through the page. Being on top of a second page, for example, can be quite beneficial for traffic. Also, search ranking is only one part of the puzzle. Now Google places other results on the page like social recommendations and local results as well, which means there are many more avenues open to you, and being first place is no longer as crucial as it once was.
Myth #2: You can do SEO with no outside help
Doing SEO simply means that you follow a set of techniques and procedures to increase the chance that web users will go to your site. It is true that anybody can learn these techniques, and if you are a web site owner and you want to do your own SEO then you can spend the time to learn and apply those techniques. But SEO can be complex and touches many areas such as online marketing, coding, technical aspects along with PR skills. Most business owners simply do not have everything required to do a great job at SEO, and that is why so many agencies exist that offer help. A simple IT worker or online marker is often not enough if you want truly good results.
Myth #3: META tags are very important
It used to be that every page on your site needed META tags in order to rank well. Those are small pieces of code that would give Google a list of keywords and a description. The search engine would base itself on those to find out what your web site was about. Now however, those do not affect your ranking at all. Both Google and Bing stopped caring about META tags in order to index sites. However, they are not useless. For example, your description tag will be the text that often appears next to the link that shows up on the search result, so it’s still a useful piece of the action.
Myth #4: Keyword-rich domain names are ranked higher
Back in the dotcom days, it used to be that the URL you used was very important. Google placed a lot of importance on the domain name, and if you could get a name that had your keyword in it, you would gain a big advantage over other sites. This is why a lot of companies in the late 90s bought domain names for a lot of money. But now, the indexing process only looks at the actual content of your pages, and not the domain name. That name is still important, because people still get to see it, but it will not make you rank higher.
Myth #5: You have to submit your site to Google or other search engines
All search engines used to have URL submission forms where you could send your site to Google and others. In fact, they still do, but that process is unnecessary. The crawlers that these engines use now are sophisticated enough that any new site will be found in a matter of days, if not hours. The only time you would have to worry about submitting your site is if for some reason it was not indexed automatically after a couple of days.
Myth #6: Submitting a sitemap will boost your rankings
Google offers a webmasters interface and from there, you can submit a sitemap, which is an XML file containing links to every page on your site. Some site owners take the time to submit such a file every time they make a change, but that is not necessary. Submitting a sitemap does not change your rankings, all it does is add pages which may not have been indexed already. If your site is typical and has links to all of the pages, then it will not be needed.
Myth #7: SEO has nothing to do with social media
Before the advent of Facebook and Twitter, SEO was the one and only technique to get traffic from an organic way. But now, social media is everywhere, and the line is quickly blurring between the two. While some marketers still consider SEO and social media to be different beasts, the truth is that they are very closely linked. For example, Google now places their own social network, Google Plus, into its search results. If you can get enough influential people to talk about your product and link to your site, then their recommendations will show up in any Google search result that their friends does. This clearly affects SEO. On the reverse side, Facebook has started going after search as well, by recently introducing their Open Graph engine, which searches based on friends and interests. So the two domains are closely linked, and they are becoming closer all the time.
Myth #8: Google does not read CSS files
Myth #9: You need to update your home page all the time
Some people think that by updating their home page content all the time they will rank higher, or by not updating it their ranking will drop. In most cases that is not the case, because if you have a sales page that offers a product, then there would be no reason to update that page unless something about the product changes, and Google expects that.
Myth #10: The H1 header has greater value than the rest of your text
The structure of your page is seen by Google and other engines, but you have to realize that many sites are structured very differently. As such, no one specific tag has more value than another. An H1 tag is simply a header that corresponds to a CSS entry in order for the user to see your page a certain way. It does not make Google rank your page any differently if you use H2 tags instead, or if your keywords are mostly in the text and not in a specific CSS tag.
Myth #11: Linking to other highly ranked sites helps your ranking
Some sites try to link to many other high authority sites in order to help their rankings, but that does not help at all. Google uses PageRank to decide how your site will rank, and that algorithm is based on how useful your site is to others, and as such it will only look at how many other people link to you. Whether you link back to them is of no importance. Otherwise, any site could raise to the top simply by linking to millions of sites, which is not the case.
Myth #12: Using automated SEO methods is always spam
Many people use automated SEO methods that do not fall into the spam area. Many companies have very big sites and they use automated scripts to do a lot of the grunt work of SEO. Whether or not a method is spammy is based on what the result is, not on how automated it is.
Myth #13: PageRank is the only factor that matters
The algorithm that Google uses to rank sites is PageRank, which determines how useful a site is to others. But the result also takes indications from hundreds of other inputs as well, according to what Google says. Some of these inputs are easy to see, like having your site being recommended by others on Google Plus. This proves that not only PageRank matters. The company is staying tight-lipped on how many inputs there are, and how important each gets weighed, but it is clear that there is more going on than just PageRank. With that said however, it is still widely believed that PageRank is the most important factor, and a PR1 page is always better than a PR3 one.
Myth #15: The title tag is hidden from search engines
Most of what Google sees on your site is the text that is visible to users, such as what appears on the screen and is rendered in a web browser. As such, it would be easy to think that the title is not picked up. However, your title is very important for SEO, because that is the text that appears on the link people will click on. Not only is Google using it to help your ranking, but people will see it as well when they go to click on your site.
Myth #16: Usability does not affect SEO
The whole point of SEO is to gain traffic and get people to stay on your site so they can be entertained or buy your products and services. As such, SEO very much goes hand in hand with usability, because this is what will make a difference in whether or not someone stays on your site for long. If your site is hard to use or navigate, it is very easy for people to go to the next search result. Also, the search engines themselves will look at layout and usability. If your site is hard to navigate for your viewers, it will be hard for the crawler as well, and having a bad usability can definitely affect your rankings.
Myth #17: The.edu and.gov backlinks are the best
It is true that most.edu and.gov sites are well ranked and have a high authority, because those are typically official sites that are well maintained and contain no spam. However, this is just a byproduct of how they are maintain, it is no guarantee. The simple fact that they have a domain which ends with.gov or.edu does not help your ranking at all. If you have a backlink on one of these sites, it will only be as good as how much authority that site has. You gain nothing by the fact that it is an educational or government site. Posting a backlink on an obscure.edu site will not help you any more than posting it on an obscure blog.
Myth #18: SEO is based on the quantity of links a site has
Believing that the success of a SEO campaign is to have the most possible backlinks is misunderstanding how ranking works. Any ranking algorithm, whether it is Google, Bing, Facebook, etc will rank sites based on many different factor. To do successful SEO, you have to address all of these factors, and having a lot of links is just one small piece of the puzzle. Also, each link has its own quality value. Often, a single link from a popular news site talking about your product will be much more valuable than spamming hundreds of links to unknown blog sites.
Myth #19: Backlinks are more important than content
SEO usually costs time and money, and as such it is unrealistic to think you can do everything possible in every facet of online marketing. So often you have to make choices, and some may be tempted to focus on link building instead of content. However, the goal of SEO is to bring good traffic to seo your site. Quality is very important, not only quantity. Not having good content means your site has no value to anyone, and as such it will quickly lose any benefit that the extra links gave you. In fact, the most useful backlinks are usually not those you have direct access to. They are reviews from celebrities in your niche, news sites, and anyone who already is an authority talking about your product. By having good content, those links can actually come by themselves, simply through PR or word of mouth. But a bunch of backlinks on low authority blogs will not help you much at all, and the ranking you may get from them will not last long as those sites clean up those links. Instead, focus on your audience and try to know who you are writing for. By producing good content you are helping your site more over the long run.