I've decided to include the item regarding "SEO Secrets" because, in my experience, most "SEO secrets" are nothing more than various tactics designed to get you to buy a book which is filled within information that for the most part, you could have found yourself online for free.
I certainly do not consider myself an "expert" in SEO, SEM, or in IT, but I am willing to share my knowledge and 12 years of experiences with the community and openly invite anyone to question or contradict any statements I make - I am not perfect, and technology changes daily.
That said, consider the current focus of the major search engines (Google, Bing & Yahoo). These three search engines are used by more people around the world, than any other search engine. And each of the 'Big 3' openly admit that their continued aim and goal is to bring their users better and more relevant search engine page results (SERPs).
Yes it is true, that the 'Big 3' will not reveal how their search programs workout which page or site should rank in what order, but they are also not secretive about what web designers and web owners should do in order to achieve the best overall ranking. In fact, the 'Big 3' each openly provide FREE information designed specifically to guide web designers and owners.
Here is Google's "Best practices to help Google find, crawl, and index your site"
The reason the Big 3 are not secretive about what you should and should not do with your website, is because it helps them to achieve more relevant SERPs when someone searches for something. So it is in their best interests to provide you with this information.
SEM (Search Engine Marketing), on the other hand is a completely different ball of wax and there are many different approaches to it...but there are no "big secrets" to SEO;
- proper coding design
- proper use of tags
- original, informative, authoritative content
- functional layout
- serves an actual purpose
That said, once all the basics have been followed, there are some improvements that can be made. A professional business or media writer may be able to create content that draws more traffic to your site naturally. A professional graphic artist/designer may be able to create a better look-and-feel. A professional web developer may be able to create a more intuitive and more user-friendly site...I could go on...but these things would all be after the basics were completed (unless you have a lot of money to throw at it from the start).