Thanks Thomas and you're absolutely right about needing more content to rank high and we're working on that. However, there are actually very few sites competing for this term with the kind of content you're referring to which is why we had this as well as many others within the top 15 spots for quite some time.
The content is an issue for top rankings sure, but it fails to explain the penalty.
Your exact match domain theory is interesting...... however:
1 It's not truly an exact match domain. - The domain name is not actually a searched term.
2 There are plenty of other domains in this law sector that also have keywords in the domain that are not being penalized such as our other site probateattorneyslasvegas.com which IS an exact match domain.
3 The way I understand exact match domains is that any benefit that domains use to inherit from having keywords in a domain, have simply been revoked. But being penalized for it, I'm not aware of and it surely doesn't seem to be the case in this sector.
I'm not ruling it out as a factor, but as the main reason for a 100+ drop, I personally don't think so.
There's most definitely something more going on, I'm just so surprised that it's not more obvious.
Thanks for you input.