One of the people I've known in the SEO industry for a long time is Jill Whalen. I respect her ability and "tude" and thoroughly enjoyed our sometimes spirited discussions while we were both Super Mods at IHY forums. Jill recently gave a seminar at SES Toronto and listed some do's and don'ts. We don't agree on some techniques... but ... we both have very strong ideas about what works and is important.