Search isn’t restricted to results of possible webpages any more.

Search results are grouped in verticals; images, shopping, localised, blog, video, news, and of course websites. So you need to:

1. Target all verticals simultaneously.
2. Correctly tag images, video, blogs, news.
3. Use automated site maps so updates and new pages are reflected in real time.
4. Actively manage real links in to and out of web sites.
5. Refine the site structure for ease of use. Avoid sending browsers too many pages deep to find information.
6. Improve the site regularly/continuously.

For small businesses, if your budget permits,
7. Supplement SEO tactics with Paid Search by using restricted PPC e.g. in your local area and during your office hours (Battersea Plumber SW11 between 8am and 6pm).
8. Check that you appear in directory listings e.g. Yell.com, thompson etc. If not get listed.
9. Ensure that you have specific landing pages to the key words and PPC campaigns.