Welcome to the Q&A Forum

I would definitely take the time to read up on this blog post from Mike Ramsey over at NiftyMarketing.  It was posted on SEOmoz at the end of January.  It will answer a lot of your questions.

http://www.seomoz.org/blog/40-important-local-search-questions-answered

I use this brightlocal for this.  It does cost money but if you only have one location it's only around $20 a month.  They also have a 30 day free trial.

http://www.brightlocal.com/seo-tools/local-search-rank-checker/

www.nextlevelmobiledetailing.com/robots.txt looks fine...

If you've just run the report a few minutes ago I would recommend waiting until the "full" crawl happens.  In the mean time...check this post out from the HelpHub here on SEOmoz to see if any of these issues are there.

http://www.seomoz.org/help/why-can-t-rogerbot-crawl-my-site

Is this an initial crawl or has the campaign been running for a while.

Can you provide link to your site so we can look into it.

Is it possible not to be in the first 20 or 30 positions in the SERPs after executing onpage SEO actions (keyword optimization,  metatags, ....) even for keywords for which there's not "too much" competition?

Yes that is definitely possible especially if the on-page SEO has been done recently.  It takes time for Google to re-crawl the pages and credit your site.   Don't forget that SEO doesn't stop with on-page SEO.  Off page is just as important.

Is there a way of visualize the pages indexed by the google bot? (the pages especifically, not the number)  in order to discard indexing problems?

Yes.  In your browser use the site: to search for your site.

ie.   site:www.example.com (make sure there is no spaces between the site: and the website url)

Bing does technically use it but I strongly recommend against it.  If it is part of their algorithm there is no indication that it is a strong indicator.  Besides, why would you want your competition knowing what your strategies are.  If you think you need to use it I would consult your traffic through Google Analytics and Bing Webmaster tools to see how much of your traffic, if any, is coming from Bing.  If it is a high number then maybe consider it.  But again, I wouldn't worry about it.  Bing says it uses it....doesn't mean it doesn't use it to indicate spammers.

Yes that is one way.

Here is a link to a bunch of methods to verify your site

https://sites.google.com/site/webmasterhelpforum/en/verification-specifics

If you have access to the Registrar (or know who does) then it's much easier to verify that way.

The first thing you will need to do is add the opposite www version of the site you have already verified to Google WMT.

For instance.  If you have already verified  example.co.uk you'll need to add a new site for www.example.co.uk

If the verification code is already on the site you should be good to go by clicking verify.  If however, it is not, you can add it with the instructions given on WMT.

The end result is that you will have two version of your site in WMT dashboard.  the www and the non www version of your site.  Let me know if you need a few screenshots or more info.

I generally only submit a change of address if my root domain is changing.  If you are doing a compete root domain change (ie.  example.co.uk to website.co.uk) I would highly recommend doing a change of address.

If however you are just getting this error you'll need to verify both the www and non www versions of your site.  You won't be able to set a geographic target, preferred version and other features until you do this.

I second the dofollow advice from Oleg. Nofollow is not the way to go here.

I just want to add that your footer links need to be "relevant" to a person coming in to ANY page on your site.  That's how I try to build them.  Obviously there are some common ones, home, contact, etc.  If the link in the footer is only specific to a particular part of your website and wouldn't be helpful to someone coming into a different section, then remove them.  If it will help ANYONE no matter what page they are on, then keep them.

There was a great article by Pinpoint Designs on this exact topic.

I'm having the same issue as you with a bad domain trying to turn it into a good one.  I have a client who seems to have gotten hit by Penguin and then a unnatural link penalty (manual) we did get the removal notice of the manual penalty but our rankings have not recovered yet.  Jon's advice is great but I would also take a look at the article above posted on SEOmoz.

Just to add a little to this great reply...

Here is how I would determine if it was worth my time to keep some of the old pages.

If the industry is the same but the end user is different, I would make EVERY attempt to keep those old pages.  AuthorRank will matter in the future if you can contribute that information into a particular rel=publisher then I think it will be totally worth the time.

If, however, the information has nothing to do with the industry, then I wouldn't even consider taking the time to figure all of this out.  I would have a kick ass 404 page to help people find your new stuff though.

Remember too that when you 301 redirect you do in fact loose some "link juice".  (I really hate that phrase)  So if the incoming links are of little to now value then a 301 will provide even less.

If I'm not mistaken that is showing that the pages that were crawled with errors on them.  The 1 here is showing a client error (probably a 404)

It also looks like this could have been your initial crawl from Rogerbot.  You'll get a full crawl within 7 days.  But just in case, check your robots.txt file to make sure everything is normal in there.  It looks to be an initial crawl.

Yes 250 pages.  If you don't get something by Thursday morning email support.  Either way it does a full crawl on your weekly "start date".  To be safe check your profile to make sure everything is correct.  If you got a welcome email then it is working.   But, like I said, call or email Thursday if you don't hear/see anything.

BTW. Welcome to the family.

Generally Roger (SEOmoz's crawl bot) will do an initial crawl of a few hundred (I think it's 250 or so) and give you that report and then do a full crawl a week from your campaign setup date. Weekly rankings come out on Tuesday but only after a full crawl has been completed of your site.  You probably won't get them til next week (rankings)  but you should see your crawl report by end of tomorrow.

I have my php guy looking into it and I'll let you know later on today.  What report where you getting those 404 errors from.  Google, seomoz, etc.

I happen to think that your link profile needs to be robust to your internal pages.  Think about user experience here.  If someone is on another blog and writing about red apples, would the person want to go to the home page of a farmers website about red apples or a sub-page about red apples.  I just think that is natural.  If they go to the homepage of your site then they will have to find the page on red apples.  I can image that your bounce rate would be pretty high if that was the case.   I don't worry to much about percentages on any sort of link building campaign.  I don't know if 10:1 or 15:1 or 1:1 is correct.  I can tell you from just about everything the search engines do that percentages don't matter.  It's about quality.  As a general rule of thumb, its going to depend on your type of website you are building.  If you have an e-commerce site and the link is from some where talking about sites as a whole, the link to your home page is fine.  But, if the source of the link is talking about a particular product, then I think that link needs to be to a particular sub-page talking about that product. Again, don't get caught up in percentages.  If you have high quality link prospects then you will naturally be varying your link profile.  If you are using automated links then you won't.  Hope that helps a little.

I didn't dig into their site but I can tell you there is some sort of co-citation going on there.  Rand did an awesome WBF a little while back that probably explains exactly what is going on.

I've seen strong correlation between the keyword being in the page name / url  and rankings but in general a sub-page is generally more targeted for a keyword.

I just ran the seomoz on-page report card for your home page and sub page with the keyword being peer to peer lending and though they both received an "A" there were more factors helping the sub page.

I'm trying to see why it is creating a subpage for comments when the comments are on the same page.  If you replace the / with a # you will go to the comments section of the page.  I'll look into it.  give me a second.