Hi Jamie.
I agree with Steve's assessment. The issue you are experiencing is common amongst ecommerce sites. You offer a lot of links, a ton of duplicate content and the unique content on the page is very thin.
I picked a random product page on your site: http://www.firstclasswatches.co.uk/police-sphere-12778msu61-p-8083.html. I performed a Google.co.uk search for "police sphere X" and your site shows as the 35th result.
When I view the page there are a relatively few number of unique words on the page. The unique sentences I do find seem like they either come from a product feed and are therefore duplicated on hundreds of other websites, or they seem canned as if they are used throughout the site with the current page's product name substituted in the phrase.
Example 1 - "Buy with confidence
This Police Sphere X 12778MSU/61 comes with the full official Police guarantee against manufacturing defects. As a reputable high street jewellers you can buy from First Class Watches with confidence. We are an official UK authorised dealer for every watch listed on this website."
Example 2 - "Authorised Dealer
This Police Sphere X 12778MSU/61 is an authentic, never worn item, supplied to us directly from Police. It is supplied with the official UK Police box, instructions and Police guarantee, exactly as if it were purchased from a high street jewellers. As a high street jewellers you can buy from First Class Watches with confidence. We are an official UK authorised dealer for every watch listed on this website."
The two examples above are the main pieces of "unique" content on the page. If you were to count every word on the page, what percent of the page is exactly the same on every other page of your site? Count your navigation, footer, sidebar and everything. The main content on your pages comes from a 4-tab block: Why Us, Buy with Confidence, Return Policy, Delivery. That content is identical on each page with the exception of substituting the current brand name.
I like many aspects of your site. Your products appear to be high quality and genuine. You offer a magnifying glass which provides detailed closeups of your products. You have established social engagement, a telephone number, your physical address, etc which helps with authenticity. But frankly, your site appears like you can add another 10k products tomorrow through a product feed and not blink an eye. There is absolutely no warmth, no customization, no sense of quality within the content. It is just another e-commerce site carrying products. This type of site was designed to be penalized by Panda.
Some suggestions:
- More images. You offer 1 main image which is fine. People love images. How about unique images of a model wearing the watch in various settings enjoying life.
- More reviews. While you can't force anyone to leave a review, there are many things you can do to encourage it. You can send e-mails to customers who purchased after 30 days requesting a review, as an example.
- More specifics about the exact watch you are showcasing. Was it used in a movie? Do any stars or famous people wear that watch? Does it look like a watch others wear in a fashion magazine?
- Redesign the pages to where the navigation, sidebar and footer present the links which are truly helpful to your users. Examine your Analytics to determine which links are not used. You may be surprised. The content on your page should stand out, not compete for attention against the rest of the page.
- Your "Similar Products" and "Recently Viewed Products" are both examples of potentially helpful blocks and should be retained.