Rodney's been there at no1 before, so you are in good company
Do what Kate is doing first. Read up on the subject and apply what you have learnt to your site.
There isn't an accurate bible as things change. Books may be out of date as soon as they are published... design a website with search engines in mind. Keep it simple, don't spam and build your content. Read places like webmasterworld for help.
I can offer you free seo advice if you like?
First things you need dynamic titles for each page on your site. At the moment they are all the same. Your breadcrumbs are good, make the titles match them. That would be a good start.