Myth 1: White-hat SEOs don't (or can't) pursue competitive keyword phrases
Myth 2: If you write Web page copy that doesn't sound like it came from your mouth, it's search engine manipulation.
Myth 3: White-hat SEOs lack technical skills.
In the world of SEM, you encounter professionals with a wide variety of skills: design, development, copywriting, usability, programming, and so forth. Successful search engine optimization requires many skills. Make sure you hire a firm whose staff has all these skills. You never know what type of service your site will need.