Google uses the some principles inside Google for optimizing its own sites. Search engine optimization guide for new comers from Google guide covers dozens of topics such as

• Title tag
• Description Meta Tag
• URL Structure
• Site Navigation
• Content Creation
• Anchor Text
• Heading Tags (H1, H2, etc.)
• Optimizing Images
• Effective of Robots.txt
• Rel="nofollow"
• Website Promotion
• Webmaster Tools
• Web Analytics
• More Helpful Resources

The guide is well written and is focused at new webmasters and website owners who are looking for basic training in SEO techniques. I think it is a good guide for newbie's, to cover the basics of SEO before they go for more advanced stuff.