People who work on this strategy believe that the more focused your page is
, the better it will rank. However, if you write a page that is focused on only one keyword or phrase, you'll find that it's very hard to do without it becoming forced and artificial. The second problem with this is that you are not making the best use of your space by not using additional key phrases. Why would you want to optimize for just one keyword when you are able to optimize it for 3 or 4 keyword phrases? The best way to optimize your pages is to place as many targeted keywords on each of them as you can. Do it this way if you want to get more traffic to your site. Your traffic seldom comes from just one keyword, but usually from several, as you can verify by doing web analytics. So it's better for your search engine rank to optimize for multiple phrases.
You may also hear about another myth that states that you don't have to worry about SEO if you are in a market or industry that reaches people in some way other than search engines. As search engine usage grows all the time, it really isn't a good idea for anyone to think that they can just ignore this form of promotion. Try doing a search for any keywords in your niche and you'll get an idea of how well the search engines cover a market. With the huge number of people who search on Google every day, do you really want to leave all this potential traffic for others to grab?
The myths we covered, while common, should not make your SEO efforts any harder than they already are. You must be aware of the truth so that you can focus your efforts in the correct direction when you start marketing sites with the search engines.