Many people get carried away by beliefs that nowhere exist.
These are spread by SEO professionals cooking their own rules to misguide people.
Guarantee of first rank: Many say this just to pull customers.
Fact is that nobody can guarantee any rank in the search results.
However much one knows, he or she can never guarantee that a particular position among the search results will be gained.
You can find such bluffing statements in many of the company sites, but don't let them fool you.
SEO is a one time activity: SEO needs to continue, on and off, as long as your site exists or as long as you want to enjoy ranking.
No SEO company will suggest you to stop the activities permanently for your site.
As stated above, SEO doesn't guarantee that you'll be able to get the ace rank but they sure can guarantee your fall in ranking, and thus in the business.
Paying for sponsored links is better: There's no short-cut to success! Paying for sponsored ranks is stupid if one does it considering it to be better than the organic positions.
Researches and statistics show! They say that majority visitors rarely have any interest in clicking and visiting the sponsored links and would rather visit the lowest rank site in that search page.
Searchers too probably know the value of hard work! Content should have maximum keyword repetition: Alas! This belief is the reason for downfall of many sites.
Fact again is that the search engines have given guidelines for the keyword density thing and anything less or more would not be good for its ranking.
According to Google, no site ought to have keywords in density more than 15% and nor should they have a density of less than 3%, depending on the total word count of the page.
Hidden links are far better ways to good ranks: Just keep away from getting carried away by this lore or you might lose your business.
Search engines hate these hidden texts and may even penalize you blocking your site completely.
No updating is ever required: Search engine crawlers crawl your website whenever they see any change in it and update their displayed ranking, accordingly.
So, updating any site is very essential from the SEO point of view.
Sites are ranked automatically, even without SEO: Experts are experts! Developers can optimize your site only up to a certain limited extent.
While the SEO professionals will work on the site to raise it among the best ranked ones.
They have the necessary experience and are fully aware of the rules to be followed for attaining one of superior positions.
It is important that you erase out these given beliefs about SEO if you too are among the ones carrying them.
A business can't succeed when its owner has such superstitious beliefs.