Indeed - and I was recommending it to Gameqik who seems to be asking about the basics of SEO. It also explains those basics clearly and concisely, and as the advice comes straight for Google, it can be regarded as completely reliable. SEO advice found on forums and blogs is often quite unreliable.
Not at all - unless by "SEO tips" you really mean ways of gaming the system and manipulating results? If you are looking to promote your site in an ethical way, which will have lasting result - not just a quick boost followed by a sudden crash - then the best way is to abide by the guidelines.
You want Google to rank your site high in the SERPs. Google produces guidelines explaining which techniques it approves of and which techniques are likely to result in a penalty. Why would you not follow their guidelines in order to be ranked on their search engine?