By Sonali Sengupta

Myth: Proper Search Engine Optimization (SEO) techniques help your site to have high rankings in the search engine results.

Truth: There is no such guarantee. Sometimes web sites following the basics of SEO from its inception fall way back in the rankings as compared to other web sites that do not use any search engine optimization. Of course, a search engine optimized web site has greater chance of having high rankings than ones that don't follow SEO. However, no guarantee can be given regarding achieving high ranks.

Myth: Pay Per Click (PPC) advertising & Search Engine Optimization (SEO) are same.

Truth: Search Engine Optimization & PPC advertisements are different. SEO techniques adhere to specific criteria favored by the search engine algorithms. This helps the robots of these search engines give a high rank to your pages.

Pay Per Click is the process where keywords are purchased through a bidding system. Every time a person clicks on your link, you have to pay. Pay Per Click will boost your site's traffic and can help you get a high rank in the search engine results. However, it can cost you a lot, especially for popular and competitive keywords related to your area of expertise.

Myth: You must use CSS to design your web pages rather than using table/cell based layouts.

Truth: Use of CSS (Cascading Style Sheet) is better as it makes your pages load faster, separates design elements from page content and increases browser compatibility. However, it is not absolutely necessary to use CSS.

Myth: Search Engine Optimization (SEO) techniques help to fool the search engines.

Truth: Search Engines have evolved with time. Now, they have become very smart and can distinguish good content from the ones trying to trick them. So, instead of saturating your pages with keywords, take some time to build a web site with strong coding and quality content.

Myth: I only need to optimize my site for the search engines of Google and Yahoo.

Truth: Yahoo and Google do not control the major share of the Internet. Other search engines such as MSN, ask.com, excite and others are still used by many web browsers. It pays in the long run to have a web site that is friendly to all the major search engines rather than concentrating on only one or two.

Myth: Your web site should have a high keyword density to make it optimized for the search engines.

Truth: Keyword density of your web site should stay between 3% and 10%. If it goes over 10%, then some search engines may penalize your site for unnecessary keyword saturation.

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