There are many myths and misunderstandings associated with SEO. One of the first that comes to mind is the belief that SEO is a quick fix or a ‘one and done’ process. And a little part of me dies every time I hear that.
Think of SEO like teaching a child. In infancy, you have to tend to the child differently than you would as they mature. SEO has to be tended to similarly. SEO in its infancy was much less complex because search engines were less developed. Now that search engines have matured and learned to understand user behavior, SEO has become increasingly more complex, demanding continuous care as search engines inevitably grow more sophisticated.