What has to be changed to improve rank?

[DiamondJewelryEmpire]

What has to be changed to improve rank? We had "hip hop jewelry" keyword for a while, position 4. All of the sudden it dropped for position 6 and never went back.

We did some on page optimization and got couple of links here and there... but so far we still at position 6.

Please suggest us what has to be done?

[TellThemEverything]

The answer is almost always simple: more - and better - links.

http://www.seomoz.org/blog/category/4

[dlrPaul]

The site at position 1 has a DA of 64 and PA of 56 with 807 Root Domains linking to the site, you should attempt to build up your unique linking domain count from authority domains in order to compete with this.

[moldybacon]

Add more unique content, it may have been dropped after the last google farm update due to the page not being unique enough, as the others have pointed out, just build more links, obvious but true.