One of the worst things you can do is take action based on wrong assumptions. There are situations where logic does not apply and basing decisions on logic can have adverse consequences. SEO is the same, and there are assumptions that can get you in trouble. Here are three of them:
All organic traffic is the same
While it can be true that all organic traffic is the same, most of the time, it is not. Which is why simply doubling your organic traffic will not double your sales. This is why it is important to see what page generates your most valuable traffic and focus on that, rather than all traffic to your website.
Outranking the competition
A lot of clients always have one specific goal when it comes to SEO: they want to outrank the competition. While it is good to be competitive, it is foolish to divert resources away from the larger plan to increase conversions and growth, to outrank another company for a single keyword phrase.
The tools are accurate
One of the most damaging myths is that the keyword tools, especially the one provided by Google, are accurate. These are just estimates based on past data and future prediction. Also, the click-through rates, even for position one are as low as 12%, so staking out marketing targets based on these numbers is a bad idea.