JS_Harris - 5:38 am on Apr 8, 2010 (gmt 0)

Beware of cookie cutter approaches to SEO (books, systems, seo firms etc) unless you're good at differentiating between good stuff and fluff. If there was a definitive manual on SEO all sites would tie at #1 in the serps, instead the SEO who has "figured it out" through trial and error will always have the advantage. Thankfully there are enough things to build websites about that they don't butt heads too often.

This beast is always changing slightly, don't stop testing and never stop learning. Reading is always a good idea, just don't believe everything you read no matter who writes it. I'm reminded of a quote:

"School teaches students to ask questions, leaders are self taught to question the answers."