Ever hear this one? Swallow your gum and it will take seven years to digest in your stomach. That’s just the kind of misinformation that fuels urban myths. But the fact is, it’s false. There are also myths about search engine optimization (SEO). That’s the marketing tool that increases your business’ visibility on search engines like Google. Here are four myths about SEO along with the facts to help you demystify them (and start using SEO to grow your small business).

Myth #1: Google hates websites that use SEO

“Hate” is a strong word. But Google does get ruffled when SEO is used inappropriately in order to get a higher search ranking. Google wants people to have a good experience when using their search engine. So they select websites that deliver relevant information that’s organized so you can easily find it. If used appropriately, SEO can help websites do that. Google offers an SEO Starter’s Guide that shows businesses how to use SEO to increase their visibility.

Myth #2: The more keywords you use the better

Keywords are the terms an individual might put into the search bar to find the information they need. Search engines use key words to locate relevant information. The idea was to use those keywords many times on your website so it will show up in the search results. Search engines got wise to it. They’ve learned that it didn’t deliver the content people were looking for. Current SEO practice is to use keywords in a more focused way.

Myth #3: Get as many outside websites as you can to link to your website

On the surface, the idea behind this one makes sense. If other websites link to yours, it gives the impression to search engines that your content is valuable enough to refer their own visitors to it. But the catch is this—it’s not the number of links but the kind of links you have. Best practices in SEO are to attract links that are relevant and add to the understanding of your content.

Myth #4: Posting your content on many different websites can help increase visibility

What better way to get the attention of search engines than to have the same content appearing on many different websites? You’ll get noticed, but it’s not the kind of attention you want. It’s frustrating for people to click on search links only to find the same information repeated each time. So many search engines penalize websites who deliberately do it. Here’s how Google suggests you structure your SEO efforts to avoid this practice.

Follow the facts, not the myths about SEO marketing. When used appropriately, SEO can be a valuable way to connect with potential customers who are searching for something that your business can provide.