I don't see much about formal instruction on SEO. Maybe I'm not looking in the right places? I want to do some web advertising and want to make the most of it.
One of the best authority sites out there about search engine optimization and search engine marketing is http://searchenginewatch.com/. Poke around in there for a while and you'll get an education.
I started out my SEO career reading SEO Book by Aaron Wall. I would suggest you download the book and read it offline; that works better.
I owe my thanks to one of my seniors for recommending such a great book to me
I too will suggest you go with seobook which is one of the most appropriate way to learn seo online. And in search engine the experience make you more eligible to work more efficiently , So go for a big experiences.
SEO is a huge subject so better to start from the basics by referring info on the net. If you are stuck with something or have doubts you can always ask it here in the forums. I would suggest to start with one of the seo blogs mentioned in the above posts.