Search engine optimization is all about your return on investment, yet while business leaders are eager to get their value's worth out of new digital media marketing efforts, they often fall for the same common myths. Here are the most common misconceptions people have about SEO.

1. You have to rank highly
If you're worried about how well you rank, put those fears to rest. The most important metrics out there are conversions, traffic, sales and profits, according to Forbes. At the end of the day, all of your SEO guidelines work to increase profits. Cut out the middleman and focus on profits instead of rankings.

2. It's all about the keywords
This is an antiquated tidbit of advice now, and sadly it's no longer true. Business 2 Community reported that groups used to focus on keyword stuffing in the hopes of ranking higher in search queries, but this doesn't work anymore. Instead, you should focus on making your content relevant and high quality. Using particular keywords often makes for sloppy writing and will negatively affect the quality of your content.

3. Use a lot of links
In the same way relevant content is rewarded, relevant links are rewarded as well. Forbes suggested that a high quality linking strategy can increase SEO, but bad links can cause your content to fall in the rankings or lead to a Google penalty. Focus on creating content people will want to link to.

4. SEO correlates directly with sales
The most effective digital marketing practice will increase Web traffic, but that does not mean it will lead to conversions or sales, according to CIO Magazine. In the same way businesses need a marketing and sales department, SEO experts need to work with an effective supporting sales staff to create an on-page experience that draws in clients. SEO is a part of the puzzle, not the be-all and end-all solution.