SEO Book

1) "Always Be Testing: The Complete Guide to Google Website Optimizer" (A/B Testing) 2) Aaron Wall's SEO Book - excellent primer for internet marketing and SEO - theory but with practice applied 3) The original Backrub/Pagerank paper > probably with more emphasis on theory Are you doing research for school? I know you asked for theory but you did say 'fundamental'. Just to throw it out there, fundamentally, I believe the independent people (not large companies - that is different) making more money than we'd like to know through Internet marketing don't think in terms of theory - theory is easy - they try and try many different ways until something works. For example, Shoemoney: "So with this Cornhusker quiz, it’s a needed service because all these guys want to see where they are. It spreads virally, because they want to challenge their friends and see if they could do better than their friends. And the way to make money is, when they finish, if they score high enough, they’re presented with a free trial to Netflix. [with his referral ID of course]" http://blog.mixergy.com/shoemoney-ads/