Changed README to restructured text and split into separate files in the docs directory.
Fixed #4.  Settings are now overridden from local_settings.py in the same directory as settings.py

Previously local_settings.py was located in the root directory of the project but that
made it awkward to install in the global environment,a virtualenv or to deploy as an
egg to a scrapyd daemon. Moving local_settings.py into the same directory as the
settings.py (and updating the install docs) solves this problem.
Cleaned up setup.py - removing directives for tests (no longer included) and updating keywords.