One niche I'm heavily into is the sex toy niche. It was my first go at SEO a while back, and I've always got my eyes on whats going on with the main keywords for it. sex toys = 550k exact sex toy = 110k exact sextoy = 74k exact sextoys = 90500 exact This is a buying keyword ... a very big buying keyword. These keywords are extremely profitable. Anyways, the #1 website for sex toys for the last many months has been sextoy.com. They ranked #1 for all those terms -- around 850k exact. One thing that always irritated me about sextoy.com was they kept changing their layout (I'm an affiliate of their CNV.com, and I scraped their layout to keep my prices up to date on my own website, and whenever they changed their layout my scraper broke). So anyways ... they instituted another big layout changeup. In theory, their change is for the better (they put keywords in the URLs now), so their URL looks like this now ... Code: http://www.sextoy.com/Flirty-Little-Secret-Luminizing-Body-Butter-with-Pheremones-45/sku-CNVOUI-14577634?a=sextoycom Instead of this ... Code: http://www.sextoy.com/prod_info.php?pnum=CNVOUI-14577634 And now? ... They went from #1 to #36 for "sex toys". They went from #1 to #104 for "sex toy". They went from #1 to #5 for "sextoy" (horray for EMD bonus). They went from #1 to #11 for "sextoys". Moral of the story? Changing your template can really screw you up. If they don't recover, I'd say this was a multi million dollar screwup.