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If what you've got right now is working for you and bringing in relevant (converting) traffic then I would be cautious about doing anything too drastic. There's always a risk associated with any changes you make like this and the last thing you want to do is kill your own traffic. I wouldn't immediately tear down the duplicate pages, but I would start to think about how I could update some of the content and maybe create new pages that better engage with your visitors and help to increase your conversion rate (I don't know what your conversion rate is.). That may help off set any impact cause by a potential loss of rankings for those duplicate pages might.If the pages continue to rank then it'll still help! I've got some thoughts that might be useful (please take this as constructive criticism and recognise that I don't know your niche as well as you do!) For example, the copy on your home page is "all about you" and very little about what your visitor. What do I get if I book you for an event? What's your value proposition, the benefits of your particular service and how can you differentiate yourself from the competition. A great place to start is to speak to your last 10 customers and find out why they hired you, what were the things that convinced them to hire you, what were the concerns/doubts they  the had? I'm guessing here (you'll need to talk to your real customers) but if I was hiring you for my wedding, I wouldn't be so worried about the price, or the quality of your routines (I don't know what ground-breaking magic is!) but more concerned with questions like: "What if it's all going to be a bit cheesy?" Is this going to annoy my guests? Is it going to be intrusive? Can he work with the venue? Can the performance be tailored to the theme of my event or the location? If you can figure our what really matters to people you can quickly put them at ease and even turn these concerns into benefits. You might want to also look at how you're using images. It can be hard on the ego, but it's not you that's the important thing here - if you can show more of the reactions and atmosphere that you create then that may help people fell that "yes,  I want some of that for my wedding/party etc" Don't bury your testimonials away on a testimonials page. You've got some great comments there about "delighting guests", "making birthdays special"... I'd use those on your relevant pages. (Personally I think they're more compelling than the "celeb" testimonials.) Segment your customers and work that group's particular needs/concerns. I'm sure you know the kind of specific issues that come up when your dealing with corporate customers. I really do think it would help to write the content in the first person, using as natural language as possible. As it stand, the site comes across a bit cold, and doesn't let your personality come across. Hope this helps.

Tom, copple of things: 1. Your title has 3 instances of magician London in it. Delete at least 2. I never use more then 1 instance of the keyword in a title because it could indicate your are trying to manipulate the SERPS. 2. Clean up your source code. Use external files for CSS of the website also for Google fonts etc.. Your actual page starts on line 202 of the source code. Clean it up. Bring up your cope to at least line 75-100 preferable higher. 3. Agree with the other comments and clean you your backlink profile. With those things combined together you should see some improvement. just my 2 cents regards Jarno

It's hard to predict Google rankings, and there's no one metric that can do this reliably. The best we have to go on are metrics that correlate well with ranking potential. As of May 31, 2013, here's how the following correlated with Google rankings for US search results: Page Authority - 0.36 Domain Authority - 0.19 MozRank - 0.24 Linking Root Domains - 0.30 Total Links - 0.25 External Links - 0.29 So Page Authority is the highest correlated metric that we know of - beating Google's PageRank by a wide margin. But as Chris points out, this is only a predictive metric. And while a 0.36 correlation is awesome in the SEO world, it's still a long way from a perfect correlation. For more historical correlation data, I highly recommend looking at the 2011 Ranking Factors (we'll be updating this soon) Generally, most SEOs have to take a number of metrics and data into account when trying to figure out the ranking potential of a webpage, and it's incredibly hard to create a computer model to replicate this. Regardless, I hope this helps! Best of luck with your SEO.

Please consider the user first. A user is confused if he found a page for a wedding magician and on the same page a coporate story. And keyword wise it is much easier to have 2 different pages for google. If you want to know all in's and out's i would have to write a blog artikel, but just 1 page, 1 message and 1 specific keyword is optimal (do not overdo it)

Hi Daniel, Thank you for pointing all of these issues out. You are right - it is important to make it obvious what I am doing and who I am. I am going to make a few changes and then let you know on this thread. Thank you for all of the advice, Tom

Hi, Thanks for looking at this - I am submitting this  - http://www.tomlondonmagic.com/sitemap.xml as my sitemap. It shows 2000+ submitted and only 153 indexed... I don't understand why they have just been removed with not message or reasons? However these pages are all similar however targeted for different locations in the UK. Could this be why?