LOL I have my own virtual wikipedia stored in my brain somewhere. I've read so much, but at the same time, a lot of it is nonsense. You need to be able to see through the hype, veils, bells and whistles. I've finally gotten some time to get back into my forums for a bit, and some posts really shocked me. It really is amazing to see just how many people there are out there that don't know how to optimize a site properly, or how to market a site once the design is done. They choose the wrong keywords, struggle endlessly to get the site ranked, using a badly designed website that ultimately leads to a high drop rate. IMHO you don't do things like that lightly without researching tons, testing, more testing, and then finally start optimizing, and making sure you research keywords and keyword phrases properly. There are so many posts, articles etc. online that tell you how to do it, some are right, some are wrong, some are so obscure, it leaves a new IM asking even more questions. Sometimes I just think that I should put a book together, answering every question ever asked in a forum, properly, with references, instead of letting newbies fall prey to "know it alls" that send them in the wrong direction.