I'm posting this in the off chance it helps someone with more expertise. I enjoy the threads here and just wanted to contribute. Pre-Penguin: Top 3 converting keywords in Google were all above #5 spot. Spammy backlinks with little to no variations in anchor text These keywords had landing pages built for them Approx. 100-200 backlinks per landing page Individual products hovered in the top 10 for their respective keyword phrases Spammy backlinks with no variations in anchor text Approx. 20-50 backlinks per product page Good on-site SEO (usual stuff) April 24th (Penguin only, no Panda effects): Landing pages drop off and no longer rank higher than misc. product pages Product pages fall to sub #80 spots The only halfway decent ranking keywords are part of our EMD phrase What we did: * We spend time cleaning up any errors listed by Webmaster tools. These errors were mostly duplicate content issues on a few product pages. * We start dripping original articles (non spun) on a private blog network using a Forum member's service (we'll review his service after it's said and done). These backlinks are rotating 1-2 keyword anchors and are primarily contextual. We only target our main converting landing pages and a small number of our individual product pages. * We added less than 50 backlinks from .edus & wikis pointing back to the main converting landing pages. * We experiment with some social media linking on a very small basis. We rotate this to all product pages. * We leave the majority of our product pages untouched. What we're seeing: 5/3/2012: Landing pages are coming back, 2 out of the 3 top converting keywords are back to normal or slightly higher. One remains 15ish spots below it's original spot. The handful of product pages we linked to are resurfacing with the correct urls but sit deep at the 50ish range. Naturally, we're sitting on the edge of our seats staring at our serp trackers (which are buggy as hell at the moment) and we're not sure it will hold up. However, with our site, it appears as though we needed to build more back links and be smarter about how we do it. We have not seen a PR change. Hang in there and keep posting. Relevant or not, someone might find it useful.