That's actually fairly useful: it distills everything down into a few basic rules, which is basically about how things should be with this stuff. It's not exactly nuclear physics.
The comments on his site are funny. "Put me out of business". If all it takes is a two page PDF to "give away all the secrets", then you were inflating the value of what you sold in the first place.
I went to a SEO conference a few years back when I was working for the man.
It cost a few thousand dollars for me to attend the morning session, where they told us basically those points on the sheet. Then they answered 1000 questions about people such as 'I heard hyphens are better than underscores in URLs'.
Clearly SEO folks are good at inflating the value they provide.
most people can grasp the general seo concepts fairly quickly, a quick guide like this and an afternoon of work could yield some strong long term results for your site.
The comments on his site are funny. "Put me out of business". If all it takes is a two page PDF to "give away all the secrets", then you were inflating the value of what you sold in the first place.