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Chris. ->> Links are advertising NOT optimising!! <<-
A foolish consistency is the hobgoblin of little minds
Thought for today:- I SEO the only industry where all the cowboys are Indians?
Well, the best advice I can give you is the simplest: build for your users, and without sacrificing the user experience, add the SEO into it.
Things like...unique content.
Not participating in silly link exchanges.
Not hiding text for search engines.
Not doing any silly redirects.
No long title tags that don't describe the page.
Continually adding to your site.
Those types of things will always help.
Don't worry about checking your PageRank. If you're indexed, you have to have at least some PageRank. Whether it shows as 0 or 4 is almost immaterial at this point. You have something.