This is probably a good primer for people looking to get started but it's going to get dated quickly (and already is) and is a little remedial for anyone who already has SEO experience.
I stopped reading when the author suggested buying domain names with trademarked names in them, which I found ironic in light of the author's opening statements that you have to be careful of "expert" advice. Indeed.
This book had lots of ideas. It was great for me (who knew almost nothing about SEO). Many of the sites that he recommended were no longer available or no longer free. It also seems like Google is constantly changing so what was important six months ago is no longer important...
I feel like every year I'm picking up books like this and then setting them aside again, only partially read. Perhaps it's because search engine optimization is just such an ephemeral, always changing topic. And I found books like this just aren't useful for general reading, only if you have a web project you're currently working on, right in front of you as you read.
This book was good, although a little below my saturation point in search engine optimization research. A great book for starting a foray into SEO. It does make an interesting point that google may favor google-related websites, such as blogs on Blogger, sites with AdWords, etc.