niche25

When you guys are ready to dig deeper, here are some reliable resources:

Info:

http://www.seobook.com
http://www.mattcutts.com
http://www.searchenginewatch.com

Tools:

http://www.webceo.com
http://www.seoelite.com

Analytics:

http://www.google.com/analytics
http://www.visistat.com
http://www.omniture.com (site catalyst)
http://www.clicktracks.com
http://www.webceo.com

keyword tools:

http://www.wordtracker.com
http://www.webceo.com

cool tools:

http://tools.seochat.com
http://www.spyfu.com - AWESOME


I have a list of several hundred tools, i only use a handful and these are off the top of my head, I will try to update with the rest of the important or useful ones.