SEO for Dummies (well, and Web Developers)
http://reencoded.com/2008/08/06/seo-for-dummies-well-and-web-developers/

Robbins, Kyle
ReEncoded
2008

Abstract:

Sometime Search Engine Optimization (SEO) seems to have morphed into a mystical creature. Most people, even those who design and develop websites for a living, know they need it, but don’t know exactly what it is. They have been feed so much rheteric and sales speaches that they seem to have given up on SEO long ago.