okay....so here's the deal. Im SEOing a site for several competitive keywords. For the toughest keyword, Im #8 on G. My competitor is #3. #1 and 2 spots are wiki and about but Im not worried about them for the sake of this thread. My problem is with the competitor at #3 who appears to be doing no SEO at all. They have 6 pages of content, with hardly any text content at all. We have over 100 with great content. None of our pages are BS either - all legit articles and content. They have 100 links, less than 5 with decent page rank. Our linking is over 300 and appears to smoke theirs in terms of relevance and pagerank (pick your poison). Their site established in 1997. Ours, 1999. So let's look at the facts: Clearly we kill them on content. Clearly we kill them on links. Both sites are old and established. There are only 2 discrepancies I can find where they have an advantage. First, their domain name IS THE KEYWORD (2 word phrase) with no hyphens or anything (let's say the keyword is "keyword one", their domain is keywordone.com) . My domain has one of the words which is "keyword.com". So its not like my domain is completely off base here. Second, they are listed in Dmoz and its other related sites and we are not. Ive been building more links, adding more content, continually but it doesnt seem to matter at all. Well, one day here or there it will move up to #6 position but then a few days later it will drop back down. The site is not moving up at all and Im wasting so much of my time. So - what to do from here. I need an experts advice. Should I stop adding content and just buy some valuable links that set this thing over the top. Should I keep adding content. What should I do??? Keep in mind I am using this particular project so that we have someting to refer to in this discussion. I guess I am asking the broader question - once you are close to the top and youve completed most of the SEO tricks, and you are competing against real companies and not squidoo lenses and web 2.0 sites, what left can you do that will actually "move the needle". I say this because worthless links, such as comments, etc. wont do it.