Thanks for the reply.
My aim is to take on the on-page with this I think - first of all. Im quite happy with my links at present for off-site.
Then - I will look at on-site factors aswell as you say.
I am certain at this time in this products life (its new) that backlinks arent really drowning out on-site or on-page factors just yet to any major extent. Most sites listed have few or spammy links and pretty much all page 1 serp sites are PR0 (not grey - pr0) so thats a fair indicator of its current standing in competetive terms.
G returns 1.9 million just for interest.
On one of the phrases, one guy has 8 domains in the top ten for the same phrase, all indexes - all pr0. So there is (in my mind) great scope for getting all the answers I need by analysing his pages and sites.
Am I on the right track - given that I know now from your post that G updates faster than I had been perceiving.