If you're being bombarded by people telling you that you must do Search Engine Optimization then you'll be feeling a strong desire to just get on and learn. However you'll save buckets of time and money if you take 30 minutes reading this part of the guide which will tell you:
I'm Tim Hill, a Search Engine Optimisation and Online Marketing specialist. I created this site to help others understand that SEO is not a mysterious black art!.
If your a newbie try the Getting Started in SEO page, otherwise feel free to dig around and learn more.