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Hi, You might want to try this solution: Redirects domain.com/file.php to domain.com/file RewriteCond %{REQUEST_FILENAME} !-d                      # is not directory RewriteCond %{REQUEST_FILENAME}.php -f               # is an existing php file RewriteCond %{REQUEST_URI} ^(.+).php$                    # request URI ends with .php RewriteRule (.*).php$ /$1 [R=301,L]                                 # redirect from file.php to file Source: http://stackoverflow.com/questions/1992183/how-to-hide-the-html-extension-with-apache-mod-rewrite (2nd answer) Dirk

The BBB link is a good one. Their A+ certification/accreditation is worth it if your client sells to consumers.  This mainly helps on conversion not SEO because of the perceived credibility this gives the company.

Thanks for your help. That was one of our most recent theories, so we've actually been working on improving the content on their location pages for a week or so. At the very least, your diagnosis helps validate that work. The one thing that remains perplexing is that the drop, then rise, then drop in rankings. The site was doing fine with the thinned out content before we switched it to an iThemes-designed WordPress site. At that point everything plummeted for two months, exploded back onto Page One for 10 days, and then dropped out again. If the site's rankings had fallen and stayed there, I likely wouldn't have as many questions about what happened as I do now, especially since quite a few of their competitors gunning for similar keywords have more nefarious backlinks and similarly thin pages. Then again, the entire process could have coincided with an algorithm update or something else on Google's end.