WORTH TAKING A LOOK - Rated 
I bought this book becuase my other choice failed to deliver. I was glad that in some places Kent labours the point as I had weak understanding before. However reading and learning is not necessarily a good thing to be done qucikly. I tried some of the recommendations and found them useful. There's plenty of noted links, but they can be hard to read without a strong light and a magnifying glass.
Lots of good tips throughout the book.
http://www.i-phone-uk.com .. proof in the pudding - Rated
Let's face it, reviews are all very well and indeed there are lots of good ones (including some on this page), however, it's proof we all want.
Off the back of reading this excellent book, I built the following website .. www.i-phone-uk.com .. if I've learnt the lessons of this book (and I accept there's an assumption that I have) then the lessons should be clear to see.
The book slowly layers (sometimes a little too slow) the steps the reader needs to take to grasp the subject and then builds upon it step-by-step. In fact, it is possible to build a site as you go along. He is clear to explain why things are important and doesn't completely exclude things too soon, although one quickly realises that this is someone that knows what he's talking about.
SEO isn't a dark art, it's a simple subject that like so many - is easy when you know how!
A small word of caution, a basic level of understanding of HTML & CSS would help to oil the brain cells before reading this book.
If you've used Dummies books before and have a genuine interest in developing a website for every Bot to read then you'll find this very useful.
Not for the novice - Rated 
I didn't find this book that helpful! Halfway through the book it states that you may need to read the dummies book on HTML if you don't know more than basic HTML as myself or to get someone you know to do your website for you! (as if everyone has their own personal web designer) I don't really have people to hand that knows web design or HTML unless I pay thousands of ££s for a professional.
Although the book has some useful hints and tips I feel I need a degree in HTML to be able to use the book to its full potential. This book is definately not for the novice and you almost definately need to know HTML! SO if you're thinking of purchasing this book, either phone a friend - read HTML for dummies - take a course - before purchasing!
I'm not a total novice to websites and I have designed websites with dreamweaver and have found I don't really need to know HTML in depth but just enough to get by.
Personally I think there are probably better books on the market, that targets the true novice to HTML that is better illustrated. This is the last dummies book I ever buy - I just find them confusing and a whole mass of black and white print which I find I have to scramble through to find information....not that impressed at all.
Very good overview - Rated 
I have been reading a lot about SEO on the Internet and thought I would buy a book to see if I was missing anything.
I dont normally like Dummies guides, the attempts at humor are often irrelevant and tedious, I prefer books that cut to the chase.
I was really impressed with this book, I knew a lot of the stuff already, but this book really helped consolidate what I knew, and taught me a lot more on top.
I found this book really helped me get into an "SEO Mindset" as it is so comprehensive. I now understand why I am doing things as opposed to just doing them, and have a much better overview of the subject.
I have the second edition from 2006 and was pleased to see more recently released google tools covered (which I was already using).
The author does plug a couple of paid services, but takes time to explain his motives and relationship with these companies and suggests free alternatives, thus maintaining his integrity.
I mentioned earlier that I am normally irritated by attempts at humor in Dummies books, however humor is used to make valid points in this book, as opposed to padding it out with rubbish.
The book is practical as opposed to technical and should be accessible to a broad readership.
The first few chapters cover all the "common knowledge" you can find easily with google (frames, flash, images vs text, links, keywords.....)
There is a very good chapter on content, stuff on advertising, available tools, a chapter on grey / black hat techniques and an explanation of the risks (of attempting to cheat search engines) and a lot more ........
This book is an absolute must for a beginner, and for the price well worth the money for the intermediate designer / customer.
If you are about to pay someone to build and SEO a site for you, you really want to read this, it will give you a good overview of what you are about to pay for, realistically what you can expect in terms of results, and have enough knowledge to see if the work has been done properly, or whether any work has been done at all!
Packed full of usefull information - Rated
This is a fantastic book full of usefull (jargon free) advice for improving your websites ranking. It caters to the novice as well as the expert. It's worth it's weight in gold.
If you're thinking of building websites I would read this book before you start planning the site.
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