This book is a little dated, being over 10 years old is it hard at times to determine to what extent the advice still holds true in today's tech environment. My research around the topic from other sites and podcasts seems to corroborate the core lessons from the book. For me the tske home message is really focus on the marketablibity and reach of your product. Without that, everything else is meaningless. Whilst modern day seo techiniques and tools may have changed with the times, the fundamentals of the advice from this book I feel still ring true. It would be great for rob to issue a new revised version to keep it fresh, as a lot of the example companies and case studies are very old. I feel that would help lend it a bit more credibility. All in all, a great practical guide from which Ive highlighted and referenced a lot. Just requires a bit of leg work to understand how some of the content translates to modern day