Boss wants to rank for highly competitve keywords

[Vinil]

recently all the major search engines made big changes .Sites were going back and froth  in terms of PR.Do better practices and convince your boss to get PR 4 is not a game of sudden .All what you can do is generating backlinks form high Pr sites ,thus increasing traffic is what in your hand .

[webwrappedup]

Your boss wants you to rank his website for "web design +town"? Sounds like you should do it yourself and be your own boss!! 

[shonmichal]

Concentrate on do follow blog commenting on high PR pages and try to get few authority links. And use social media because it is a crucial factor nowadays. If you can spend money then get paid links or use PPC, i hope your website's SERP rank  and PR both will improve.