It's about time search engine optimization experts stop marketing themselves as "manipulators," per Jim Hedger. He tells us how the online advertising industry would falter with optimizing sites and content, and why SEO professionals continues to live in the mystical myth, rather than reality. "It's a myth that needs to be buried for a better definition of SEO to emerge," he writes. Optimization drives the majority of refereed traffic. SEO professionals need to step-up and "slay" the myth.