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Rhys, In looking just at the home page, and looking at the Site Grader results, I would say wrong is not really the best choice. You are doing it less than best for that term. Remember first that it cannot be looked at in a vacuum. I have sites that have pages that grade out less than perfect: eg. a title tag that is purposefully too long, etc. You are better served to ask yourself who your customer is and what are they looking for and then construct the page to deliver that and modify your on page around that. Another thing I would suggest is that you check keyword queries (kw analysis) around your products. Having board game essentially on every page over and over will not help you. But, If you segment it, there may be gold in there and it may prevent the site from looking too spammy. An example I found when querying for about 5 gamer type keywords was this:                        local UK broad  local UK exact Board games  301,000 18,100 Family games   74,000    1,900 Family board games      2,900      500 To me, I believe you should have a page on with family games as the key word (You actually have that as a category but then the title tag is Family Board Games). You should have a meta description that speaks to: Looking for fun games for the family...the board gamers has ....  In making sure you tell them it is a board game site, you let them know in case they were looking for something different. Talk about family games on that page and make sure you do things like a correct H1, etc. Then, make sure you submit your site to Bing and Yahoo as you are showing only one page in Bing and none in Yahoo. So, stop focusing on one key word. For the home page, I do not think you have gone totally overboard (Do take out the key words tag), and if you make the categories be that and find out what people query you will help yourself. One last thing, on one of the pages you say you are now the largest after starting out in Feb. You did not show up on page one, so you may want to modify that statement. Good Luck.

Thanks Simon.  I totally agree with you about visitor experience - it's ultimately the most important factor and I failed to mention it.

Google has not directly come out and said that they use Seller Ratings as a ranking signal. But, I would wager that they are. I think the benefits of having a strong Seller Ratings history go far beyond any ranking boost considering it would be one among many other small ranking signals that Google uses. With that said, I think it is an extremely worthwhile strategy to get your customers to review you. My guess is that very strong or very poor Seller Ratings history relative to your category would make a difference in rank. That's just my two cents, though. Check out this Google blog post that talks about Seller Ratings: http://googleblog.blogspot.com/2010/12/being-bad-to-your-customers-is-bad-for.html And this good article by Danny Sullivan on the same topic: http://searchengineland.com/google-now-using-online-merchant-reviews-as-ranking-signal-57445

The way you have to look at it is... Best-case scenario: write completely original content for every one of your pages, and receive the highest ranking from search engines. OR - Use existing content provided by manufacturers and not receive full potential in the SERP's.  That's just the way it is. I know exactly what you're saying though, don't get me wrong... writing unique content for 1,000's of pages can be a pain, especially if you're adding new ones on a regular basis.  I just gave you the Pro/Con of your situation. If you could ever find the time to write unique write-ups for every product, and get that out of the way, and then you're at a point where you're only adding a new product every week or so (even daily isn't that bad in terms of maintaining a website, really), then you'd be laughing and you'll see a massive difference in the SERP's as your content would be 100% unique and people would start scraping your site for theirs.