I am a web developer who lately read a lot of SEO books and SEO online forums to bring my company website to the next lever, I came across this book, bought it, read it, and feel very disappointed with it.If you are designer, developer, programmer, or somehow HTML literate, and wanting to do more for your website, save your bucks on this book. This book is not designed for programmers. If you a business man whom just want to learn what SEO is, save your bucks too! You better of getting the knowledge from the dummies series. Although the book covers every aspect of SEO, but the book only describe very briefly on each aspect.Over 75% of the content in this book is general concepts of SEO, which you can basically learn from any other SEO books. The remaining 25% is the "SEO Plan", which I found not practical.