There are many misconceptions about SEO. Some people think that it is a "black art" that can only be performed by experts. Others believe that you can simply "stuff" keywords into your content and achieve high rankings. The truth is that SEO is not difficult, but it does require some time and effort. And, most importantly, it must be done in a way that is consistent with Google's guidelines. If you are not familiar with these guidelines, or if you are trying to manipulate the search engine results pages (SERPS), then you will likely get penalized.