Just checked my google ranking today and this site is now #3 for Lincolnshire SEO. I've not been doing any offsite SEO for that keyphrase, so it indicates that google does put a lot of weight on the on-site factors. I am beginning to believe that offsite SEO is less important now, than it once was, and the pendulem of SEO has swung back from relying on millions of manual back links, link exchange schemes and blog spamming, and more towards content value. At least thats what I am seeing from the stats for this site at the minute.