SEO and advertising my webstore?

I am wanting to start up a webstore selling products. I am very good at creating websites but have never really dabbled with search engine optimizing (SEO'ing) them, and if I were to create a store I think it would be vital to make it optimized for search engines. Also, I have never included a shopping cart on any of my websites apart from a paypal cart, which is very simple to include. I was wondering what books/software I should read to learn to SEO my website effectively and learn to advertise it on the net etc?