From what I can remember, Google's SEO guides are more focused to on-site optimization; "design well and provide good content, the rest will come naturally".

While an SEO consultant might use this approach it is not quite the most proactive strategy. SEO comprises of so many things outsite on-site optimization.

I encourage you to read SEO Warrior, a book published by O'Reilly that covers different aspects on the topic.

We have also been using the #seo channel on irc.freenode.net in an attempt to build a collaborating SEO community. You are welcome to stop by and ask away.