Will it hurt to rearrange the keywords on a home page meta title and H1 and also to add a FEW extra keywords into the home page content of an ALREADY INDEXED site? That is, will Google see this as manipulation and penalise?
The title is "builders town1 town2 county" and I now want to change this to "builders county town2 town1" as the address is directly in the middle of the 2 towns and so I feel that the physical location is counting against him. I also want to rewrite the original copy he gave to add "builders" in a couple of times (NOT spam the keywords, just write the content now in a way that I would have done had I written the content to begin with.)
The site - a builders website - has been indexed for about 4 months and is not performing well. (A lot of this is due to decisions the customer has made such as not to have a G+ page, not to get directory or any other links, not to have his address on the website or elsewhere on the net, not to get testimonials, to have very short content etc - and I will now review these decisions with him - but my question right now is whether changing/tweaking the keywords in existing content will trigger a penalty.?