I read a lot and I try to consistently educate myself on SEO and the latest "search engine happenings". I read a lot of false information and I see a lot of info given out by companies to trick or deceive potential clients.

SEO specialists can help you and your website if you do not have the time to research and implement the changes yourself. However, if you handle your website's optimization and you want to learn more the following links and tools will help.
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SEO Links

Matt Cutts- He is an employee of Google and his Blog offers valuable search engine information on updates and changes. His SEO entries are also very helpful. If you are looking for helpful/truthful info visitMatt Cutts' Blog.
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SearchEngineWatch.com- Well basically, this site discusses all the aspects of Search Engine Optimization, Search Engine Resources, and more. Some of my favorite pages include:

Search Engine Optimization by Danny Sullivan-Great page to start learning some of the basics and valuable SEO tools are listed.

Major Search Engines and Directories by Danny Sullivan-This article breaks down the different search engines and directories and how your website can get listed on each.

Metacrawlers and Metasearch Engines by Chris Sherman- This article explains how Metacrawlers work. There is also an extensive list or MetaCrawlers and Metasearch Engines with a description for each.
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SEO-Advice.co.uk-this site has over 2,100 articles on SEO, Traffic Building, and SEO Copywriting. There is also a free tools section.
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SEOGlossary.com- Great SEO glossary. Check it out. You will learn a lot.
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Digital Point Forums-This is a forum, or message board, that allows your to ask questions and read discussions about Google, Yahoo, Internet Marketing & SEO, Web Business Issues, Web Design and Development, and it offers a tool section. I am not saying take anyone's advice, but there are many professionals here that can answer questions for you. It is also a very friendly place.
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HighRankings.com's Article Section- High Rankings offers some valuable information and an informative newsletter.
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SEOMOZ.org's Beginners Guide to SEO- Very informative and useful Guide.
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SEO Tools

SEO Tools bySEO Chat.
SEO Chat offers valuable articles on SEO, Search Engine news, and Internet Marketing. They also offer many other valuableSEO Tools.

Free SEO Tools by We Build Pages.
I especially love the "Cool SEO Tool".

Need a Free Sitemap Generator?XML-Sitemaps.comcan give you a free sitemap. You can download an un-compressed XML sitemap, a compressed XML site-map, an HTML sitemap or a text sitemap.

SEO Companyoffers 156 free SEO Tools. Happy browsing...
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The Spider Simulator Tool lets you see what the Search Engine (S.E.) spiders see. The Spiders cannot see pictures, JavaScript, or Flash-based content. This tool will let you see what text does and does not show up when your site is being evaluated.