Hello from Boston!

In response to your questions...

What's the best way to find out what words are the most searched terms in a given niche? Any free sources? What?
-First off, I start with identifying the kind of niches I want to target. Then I use the Google keywords tool. In the Google keyword too, not only are the average search volume for the keyword listed, it also gives you several suggestions that you can get ideas from. I wouldn't go for the big keywords but go for the smaller keywords, but you probably know that already. Don't be discouraged if the low volume ones are "too low" compared to the high volume ones, since you should always consider targeting several low volume ones anyways, as opposed to just one high volume. Also keep in mind that search volume is not conversion volume. Some keywords with low volume may be better at converting than the high volume keywords. That's usually the case for me.

I have found Jeremy's book to be very helpful in our rudimentary SEO efforts. But, where can we go for more SEO readings?
-Subscribe to searchengineland.com's newsletter and go to seomoz.org subscribe to their feed and/or read over as much as you possibly can on their blog posts and articles. The reason I'm not suggesting a static website like Jeremy's is because SEO is an evolving animal, what works today may not work tomorrow and vice versa. You will only get good information from venues that are constantly changing too, i.e. blogs like seomoz. Also, if you think you've done all you can in terms of on-site optimization, start keeping an eye out for the articles on link building. I also suggest signing up for the forums Jeremy suggested and making an effort to be active in at least one of them.

What is the best do it yourself site builder? Cost?
-I am assuming that when you say "site builder" you mean Content Management System? If so, in determining whats the "best" CMS, you need to take into account what you are trying to achieve with your website. If you're planning on starting a blog or have those "brochure" type sites, go for wordpress. If you are want something really robust with interactive features (forums, directories, etc) but don't mind putting in time, energy, and maybe even money to customize it, then look into Joomla! The Joomla! community is especially helpful and there are plenty of free extensions out there you can use to suit whatever needs you have. I mainly use Joomla! for my more interactive sites, ie I have a few directory sites using Joomla! But for the pure content site, I think the best CMS right out of the box for SEO is modx (modxcms.com). Modx is still fairly new, and it has a decent amount of free extensions and templates, but I expect it to grow. All of the CMS I listed are open source and will cost you nothing. You just have to be persistent in climbing the learning curve.

Who/what company would be a good, basic, low cost site designer for when we reach that point?
-I personally don't have any experience in looking for designers because I (thankfully) know enough to design and code for myself. But that aside, try elance.com or getafreelancer.com, basically any place that has a rating system. . I've had friends who have used those sites to find graphic or web designers.

Best readings on traffic building? Best way to tell the most profitable and reliable AM programs?
-The best readings on traffic building would be the same as reading up on SEO. That includes onsite and offsite SEO. If you are looking to advertise to get traffic (pay per click), then ppchero.com is a good read on the nuances of search marketing. And as for the last question, I'm not entirely sure what you're asking. If you are looking to tell if its a profitable AM program, then you'd have to try it yourself and keep track of the data. How many people clicked through the link? How many was reported as conversions (in the merchant's eyes). And maybe asking around in the forums if something seems fishy.

Well, I hope that answered it all! Good luck Mike!