My friends boss has asked me to take a look at his business site and see if i could help his rankings in the search engines. The site was professionally designed about 8 years ago but it is not SEO'd in any way. The URL is the name of the company but has no proper keywords with in it.
If im to try and backlink this site im going to be backlinking for words thats not really mentioned in the site. The site also is not a wordpress site it seems to be a flash html site.
What im asking is do i just go ahead and backlink to the site in the normal way or am i wasting my time. I know that he would need to change the site and seo it properly but he does not want to change it and i dont have the time to make him a new site for free.
Any advice would help.