Please review my SEO

I thought it was about time I created my own website (believe it or not, I've never taken the time to do it). It had been around 10 empty pages (titles/meta only) for a few months, now I decided to write the content for it. I've spent a couple of days and so far I've written the content for design, development and seo (the other sections will be ready soon).

Last week:
SEO expert London: 1st, web design london: 120th

Today:
SEO expert London: 1st, web design London: 30th, professional web developer: 13th, professional web design London: 3rd (I know this is pushing it, 4 words is too many!)

I think I've done well so far (considering the competition) but I wondered if you guys can help me improve. If there's one thing I know for sure it's that I don't know everything - whenever I've asked for reviews in the past, someone always points out something that makes all the difference...

So, go on, what'cha got?

HERE IS THE URL: http://www.fyneworks.com/

PS.: Please critique SEO only, I have started another thread for general critique here.

Nice site you got there, your working for outsourcing site. Are you accepting link trades?

Sorry, no link trades. Feel free to link to me though

Good SEO there spinal007

My one query is your titles and meta descriptions. You've got about 65 characters to worth with for your titles, why not put in the company name or a few more keywords? IMO they'll look better in SERP's too.

And your descriptions are a bit too concise - try making them a bit more fluent, or using an extract from the relevant page (and again, 160 characters to work with, so make the most of them!).

I might expand my descriptions, but definitelly not the title tags. title/h1 tags are the most important tags on the page and I always keep them as concise as possible. Optimizing a page well for several pages just makes it a weaker match for all the phrases. I always keep one phrase per page, 3/4 word titles only. Also, people searching for the company name already find me. I choose not to waste precious title/h1 emphasis on words that are not worth optimizing...

Let me explain: there is a 65 character allowance for the title, but the keyword density is measured in terms of word. Example:
1. web design london
the word london has 33% prominence and 33% density

2. web design london | fyneworks web design services
the word london is now less prominence and occupies under 15% density

Do you think that sounds ok? I will only stick to something if I can't see a problem with it - but please, if you see one, let me know...

That's a valid point there. Of course, it's up to you!

As a personal preference, I always like to have some kind of 'universal' title trend - usually the business name. This just makes the pages feel more of a 'collective', especially when browsing the site.

In the SERP's, and again my opinion, I like it when I can identify the site straight-off from the title (rather than looking at the URL) and sometimes it will sway whether I click or not.

Regarding keyword density, well, it's a shady issue. I feel so long as you're keywords are there, especially in the title, the 'watering down' effect of additional words is negligible.

Very good point. And like you said, this a matter of personal preference. Maybe I am being a little too strict by leaving the company name out of the title, but I think that until they know who you are, your name is irrelevant and most people won't care what it is until they get to your website....

I agree with you, it's a matter of opinion, but it's worked for me so far so if it ain't broke...

Thanks for the feedback

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Your site looks nice

However I have some recommendations for SEO.

You are targeting keyword "professional web design", which is highly competitive.

You should first concentrate on scoring higher rankings for less-competitive keywords like "professional web design UK", or "professional web design service/company" etc etc.

This will help you increase visibility on search engines, and your website would be accessible for a variety of keywords rather than one or two.

Thanks for your feedback, but I'm already doing that:
#6 for professional web design london out of 560,000

The frontpage focuses on professional web design because that's the ultimate aim, but I target other more specific phrases throughout the website.

I'm targeting a few hundred phrases individually to maximise exposure, but I'm putting most emphasis on 3 word phrases.

Any more suggestions welcome...