Aaron Wall's SEO Book gives an excellent insight into copywriting for users and search engines, how to write page titles, internal linking structures, navigation, optimizing page content and more.

One of the most influencial areas of the book talks about link building, the best text to gain incoming links and Pay Per Click (PPC) strategies that work. The SEO Book provides some very solid ideas on getting the most from this form of search engine marketing.

Aaron Wall's SEO Book gives you valuable information to maneuver through the numerous techniques, tools, and theories Search Engine Marketing. Some of the chapters of SEO Book are lighter reading than others, but each one gives detailed information with an interactive section at the end of each chapter for quick reference.