SEO is a game in which any thing happened because you do not know more about google Algo...you only use the theory of optimization so site may rank in 1 month or takes more and more ........but i only w8 for three cache of google......
You seem to have some Pro level understanding of these SERP's...
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Just make your site keyword rich without spam and dont put too many keywords in your meta also dont name all of your pictures like keyword1.jpg, keyword2.jpg etc.. just name some of them that way and you'll see a big difference
I don't even know what it is you think he should be doingSure, I definitly think you should do that.
SEO is a game in which you'll never win...
Can you truly seo these days besides the basics of title and meta tags?