From DS:

Aaron Wall over at SEO Book notes today that there's not a lot of focus on SEO in the book, and that's true. The history of search marketing and the search marketing industry essentially revolves around the Florida update of 2003 (named not as the book says for the hurricanes to hit Florida that year but for the WebmasterWorld conference planned to hit the state a few months later) and how many webmasters woke up to the fact they couldn't expect a free ride on Google.