johnser - 10:13 am on Sep 9, 2010 (gmt 0)
Yellow_Sun's 3 points are the best comments on this page.
After 10 years of SEO, they still hold true in every sector I've touched (hundreds).
Be sure to educate your boss / colleagues etc re how G works.
When the shtf as it inevitably will at some point, there's going to be a whole lot less pressure on you if they understand how it works - even though they won't want to know about Google until there's a problem. Scare / educate them NOW with the power of Google when you're in a position of strength - not after your rankings & credibility have dropped.
Also - Read non-stop. Everything SEO-related you read that's any good will be a nuanced point under 1 of the 3 headings that Yellow_Sun has said.