Started doing SEO for myself, had good success, got into consulting. Heard about SEO Book early on, thought the sales page was spammy like 10000s of other "gurus" and decided that I wasn;t buying. I finally bought a year into my SEO adventures, whereupon I realized that the knowledge it took me a year to acquire would have taken 5 minutes to buy ... Stupid me, stupid sales page.
Aaron and Rand have taught me most of what I (and the rest of the industry) know :).
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