Debunked: PPC is categorized differently than organic listings. There is no effect, one way or the other, on ranking.
- Websites are banned if they ignore Google guidelines.
Debunked: While it's a good idea to read Google Webmaster Guidelines or Google 101: How Google Crawls, Indexes and Serves the Web, you are not banned if you ignore their guidelines.
- Websites are banned if they buy links.
Debunked: Sites are not banned. The links just aren't counted.
- Copy must be a certain number of words, use a specific keyword density, and contain bold or italicized keywords.
Debunked: It used to be thought that there was a magic number of words used or certain times a keyword or keyword phrase should be repeated. Not so. Same with bolding and italicizing. They don't do anything for ranking.
- Duplicate content will get your website penalized.
Debunked: It will just get filtered out and not counted.
- Reciprocal links won't count.
Debunked: Every link counts, to a certain extent.
- SEO companies can improve your rankings without doing any on-page work.
Debunked: Run if an SEO company tells you this.
According to SEO expert Jill Whalen, SEO isn't magic and isn't a crap-shoot.
"SEO is about making your website the best it can be for your site visitors and the search engines."
Want to help the right kind of people find your website? Then you need to design your site so search engines can find, crawl and index your pages.