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Jonnygeekuk, If GWT is telling you they are "aware" (whether indexed or not) of URLs that you do not want indexed, and you have either blocked them in the robot.txt file or the robots header tag, or the page serves a 404 or 410 response in the http header, it wouldn't hurt to use the URL removal tool to remove those pages from the index just to be sure.

It could be that something went viral that caused your site to rank higher for a limited time.

Hi Jonnygeeuk, Very good point. There's no real way for you to conquer this as far as I can see, I've not had a chance to take advantage of the new merchant stuff yet though. This may break the rules... but could you add a watermark to your product pictures with a strap "Free UK Delivery" going across it? Andie

Hi There This is really hard to answer. Let's assume nothing else changed (which is of course, completely impossible) but for the sake of the question. All of the wrong pages that were not indexed prior would need to be de-indexed in Google - I would check to see if they are still indexed, because it can take some time for them to be de-indexed. If/when that happens, in our hypothetical vacuum like situation, the rankings would return when those pages are completely de-indexed. However, in reality, this is not how it works of course - so by all means, fix the technical issues, as they are important of course - but don't forget to keep a wide view of the situation and realize that other factors may be affecting the rankings now as well - and to not hyper-focus/obsess too much about this one thing. -Dan