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the term is used as the name of the page in the URL. Can you please show where that is occurring? The full URL to the page is "http://theboardgamers.co.uk/". In Google.co.uk you rank #1 for the term "the board gamers". You should recognize "board games" is a different keyword. the H1 tag at the top of the page is an exact match I believe you are mistaken. You are using an image in a H1 tag. Please refer to this Q&A: http://www.seomoz.org/q/would-you-use-images-inside-h1-tags. Even if Google was to consider your ALT tag as the H1 text, it would not be an exact match. An "exact match" is exactly as it sounds, a perfect text match. Any changes, includes the change of tense, plurality, spaces, etc. would affect the search results. Any advice on this one? As an eCommerce homepage I obviously can't go writing paragraphs full of information about board games. The people visiting aren't looking/needing that (on my site). There is a variety of methods to improve your relevancy in this area. Just a few to consider: you have a rotating banner at the top of the page. You could replace it with a banner that is helpful to your users and search rankings. One possibility would be a background with the following HTML text "All your favorite board games in one place! The Board Gamers" your image names and alt tags should probably be reviewed you can focus your home page on your brand, "TheBoardGamers" and provide a "Board Games" page You can offer a short snippet of text describing your site I clearly need to add a block of text/content somewhere but I find it hard to think what to write without doing it for the sake of getting keywords in there. It is great you are including your users in the thought process. They should be first and foremost in your mind.

It certainly wont harm you having non UK sites linking to you, a lot of the wrong sites may harm you as long as the sites are varied you should have no issues. If you can find some relevant UK links based around you theme these could do really well for you, but certainly don't discount any link as long as its deemed natural and not a link just for the sake of another link.