Thanks for the feedback and (probably well deserved) slap in the face. Tp you this may be a bleeding obvious question to some others, who are still learning then feedback is great.

I'm getting that there is the Quantity vs Quality issue here. Having had little experience of building an SEO link strategy, I am plainly not aware of how fast to go or the techniques of getting good links.

I see (using  open site explorer) my competitors have 10's of thousands of external links, so even if I kept at this rate it would be many years before I caught up. That is based on my current understanding, so how do I get to those levels, even if it is over a year or two?

There are many level to ensuring your site is optimised that is not just text on the page. Page load speed, page name and page bounce must all surely play a factor. This is a nice site that engages with nice images and not ruined by extra text to try an please a search engine.

For keyword content, keep your blog up-to-date with honest genuine content, maybe pointing to a gallery when you update the images.

As far as I can see SEO will become (is becoming) something that reflects good honest and engaging content rather than making sure you have scientifically optimised your site.

Show your passion for your subject and it will be rewarded with visitors interested in your service and products. Try to second guess and over optimise a site and you will be found out , maybe not today or tomorrow but eventually.

That said there are always things to improve Have a look at H1 and H2 settings you have on the home page.

Also notice at the top I did not say it was a quick site have a looks at speeding this up http://www.webpagetest.org/result/141126_61_VQT/ people may bounce away even before viewing your page whatever the great keywords you may have optimised with.

Just my 2 pennies worth, hope it helps