Just because you read an Ebook about Search Engine Optimization, does not mean that you are an expert, in fact it usually means that you know just enough to get yourself in trouble. Reading and learning is a good thing, however it is not everything, there are literally a thousand different opinions about SEO and everyone is right and wrong at the same time, this is because of how different websites are.
The number one rule above all others is thou shalt not buy links from unknown peoples.
There are of course many other rules and regulations of which you could not even manage to even run a website for fear of being put out to pasture.
One thing for sure if you do not update and regularly post to a website content that is original and of good quality then you will not be successful.
Rule number two, thou shalt not take short cuts.
While it may seem to be an easy thing to do and it may seem like the thing to do is to take the short way around the block but in reality if you take the short cut then you will regret it, probably for a long time to come.
So read, as many articles as you can because it is important that you get it as right as you can the first time.