Thank you for your answers everyone!

[Chris.Menke]

Hi Christmas,

I glimpsed briefly at your site and some of your social media and get the general impression that you have an identity problem.  An identity problem in that your business identity is too tied into your keyword, your keyword it too tied into your domain name and your domain name is too tied into your business identity.

Another way to see your issue is that Google gave you 10+ years of exclusive benefit for being the owner of an exact match domain and that benefit has now expired. With a legacy of heavy-reliance on the exact match domain/keyword to promote the company name and win search results, not only does your back link anchor text profile lack diversity but all the while you were floating at the top of the search results because of your luck of having that domain name, others were having to figure out ways of competing with you that don't take advantage of the EMD. In the far more social world of today's search results, many of those skills are helping  them and the lack of those skills may be holding you back.

In addition to all that, the overall quality of your back links is really pretty low. In fact, reviewing it in comparison to current competitors provides insight into just how powerful your EMD was.  One wouldn't think today that such a profile is strong enough to rank highly for a competitive keyword.

So, the question is, what to do now?  I say start scrapping.  Turn two of your employees into branding and social media experts and begin hammering away publishing and promoting content that defines who you are, what you stand for, why you sell the specific gifts that you sell, who your specific audience is, why they need what you sell.  You should also put some resources into cleaning up your back link profile. You might even want to change your business name to distance yourself a little from the "christmasgifts.com" anchor text (but keep the domain name).

If you're not up for all of that or don't have the resources to carry out a year or two long campaign to (re)brand yourself, right now might be the time to sell.

[mark_baird]

I own centralsaddlery.co.uk and I have been hit by the same issues. We have been working on content and video work. I have also been getting rid of all my dead products. cleaning house!

I have added category descriptions, up graded product descriptions, improved blog plus found gust expert bloggers, added a tips and advice section containing articles and videos, I have hired an actor to make product, category and informational videos and I have also added brand descriptions. I hope all of this will have an effect but as yet 6 months on I have had no increase. Costs have rocketed and the site is much better and improving on moz yet no sign of google liking us more.

Im not sure this will below you but hopefully it will let you know your not alone.

[ChristmasGifts]

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[ChristmasGifts]

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[ChristmasGifts]

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[EGOL]

It is not cool to delete questions and change titles after people have generously given you their time to provide an answer.

I think that you should go get the google cache for this question and post it back.

[ChristmasGifts]

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[ChristmasGifts]

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[EGOL]

The title used to be... "Would I survive, as a "small business owner" of ChristmasGifts.com? Or Google has given priority to Amazons of Internet for good?"

[KeriMorgret]

I'm a staff member at Moz, and would like to better understand why sometimes people edit their question content and question name. Can you share why it was changed in this case, so we can help make our system better? Thanks!