One of the biggest misconceptions concerning SEO adversely affects how increased traffic is converted into real sales. Both business owners and many so-called SEO “experts” mistakenly view their Phoenix website as a brick and mortar store where the home page acts as the only entryway. This leads to the home page being stuffed with as many SEO keywords and phrases as possible, in the hope that something sticks. However, all this does is water-down the effectiveness of the SEO, and often makes the written copy ineffective from a marketing perspective.