When it comes to search engine optimization, theres more than meets the eye. These Top 10 SEO Myths demonstrate why advertisers must avoid quick fixes and complicated gimmickry if they want consistently high search-engine rankings.

Myth 1. Its all about meta tags. In the 1990s, search engines used meta tags to rank Web sites. Because site developers began to manipulate the system by loading misleading keywords or by keyword stuffing, search engines now discount or ignore them.

Myth 2. Hiding text will improve my rankings. Invisible keyword-rich text in page code is old news to search-engine spiders. Today, hidden text might prompt search engines to remove the site from the database.

Myth 3. Piling on keywords and key phrases in my Web content will ensure high rankings. Actually, keyword/keyphrase density of 3-15 percent is recommended. Higher percentages may penalize your site.

Myth 4. Doorway pages are effective. A doorway is an independent web page created for the purpose of redirecting traffic to another site. Search engines consider most doorways spam, and severely penalize them.

Myth 5. Multiple domains will do the trick. This is a time-consuming and expensive strategy. Listings run as high as $300, but development costs are enormous: since search engines easily detect mirrored sites, each domain must be uniquely created. Better ROI comes from putting all the effort into a single, well-optimized site.

Myth 6. I need to submit to 1,500 search engines! Not so: five search engines bring in 99 percent of the traffic. Advertisers can safely ignore the rest.

Myth 7. I can rely on site submission and optimization software. These programs are ineffective and are routinely blocked by search engines. Because search-engine-indexing rules continually change, SEO requires on-going human review and evaluation.

Myth 8. More reciprocal links will automatically raise my rankings. While Googles exact formula is unknown, quality inbound links rate highest, and unreciprocated links rate higher than reciprocated ones.

Myth 9. We can do SEO in-house. This one is tempting for businesses that underestimate the complexity of the task. Executives should consider whether their candidate will have the time, focus and on-going networking and training opportunities to be effective.

Myth 10. All SEO firms are the same. If that were true, high rankings would be a matter of luck. But SEO is a chess game, not a lottery. Beware of firms that promise the world and guarantee results. Top firms are committed to painstaking research, hard work and continuous training.

This Top 10 list hits the main points; but there are many other ways SEO can go wrong. In contrast, a solid program increases visibility and brings high qualified traffic. Because the rules of engagement change daily, periodic strategy review with a competent SEO partner is essential.