Why does this site rank on the 1st page

[DavidKonigsberg]

i dont mean to be calling any site out im just scratching my head on this one.-

I can't see any signal that would make it worthy of ranking on the first page for keyword loose diamonds.

page http://www.jewelryexchange.com/DiamondResults.aspx

Am i missing something all tools seem to say the site isn't worthy- All help appreciated

[AlanBleiweiss]

There's a couple thousand pages indexed (2,390 when I checked just now).

Then, do search for inurl:diamondexchange.com +DiamondID that search (if you click on the "repeat the search with the omitted results" link) reveals an additional 3900 "pages" indexed, all with "loose diamond" as a topical focus.  Which tells me that Google's internal system has given a lot of weight to the site for anything to do with loose diamonds.

There could be questionable SEO going on, but that would take a bit more time to research, and from my own experience with product sites that have a similar architecture, it's not surprising that the above issue is definitely part of the equation.

[EGOL]

I really like Alan's answer.  Just tossing out something else to consider and that is TRUST.....

I wonder if physical locations nationwide, multiple toll free numbers, multiple trust seals could be helpful in  this business niche?   Not saying that this is in fact the case, but are there any additional ways that you can exhibit trust on your site.  Will probably benefit you in many ways.

[AlanBleiweiss]

Trust is a reasonable factor.  Consider this - Google uses trust when they determine how accurate a company's Place page is.  They go out and look to see whether the phone, address, other info are listed on other, known, trusted sites.

So yes, EGOL's got a good point as well.