Written by Mike Moran and Bill Hunt, this was the first book I tore into on my learning curve for SEO. I have recommended it to every single person who has ever asked me for a first book to teach them search engine marketing.
Specifically, Mike Moran and Bill Hunt teach the SEO wannabe about all the overall theory involving PageRank and inbound link weight and Search Engines and SERPS and tools. It’s complete and leaves the reader with a coherent overall idea of what search is about. I just found out there is a 2nd edition of this book so I must buy it on my next payday and dig deep.