The third of my SEO Report Cards for Practical eCommerce magazine led to the “deconstruction” of Stayleaner.com, the e-commerce site for J & J Health Foods who were relying heavily on pay-per-click advertising because they couldn’t get linked in the natural search listings. Yes, I felt their pain and on investigation found much search engine unfriendliness. 

And not surprising because, with the exception of the anchor text and the disclaimer, there’s very little content on the home page. The text that’s there doesn’t develop a keyword theme around “vitamins” or “supplements.” Surprisingly, the word “supplements” isn’t even used once on the page!