Hey Carson,
I really appreciated you taking the time to give such a well considered answer. It does make total sense. I feel the same that it's less likely to be a problem with links (which have built naturally and in an ethical way, therefore it would be really harsh to get a penalty for links).
I agree the problem could be thin pages, however to add a little more info into the mix.
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We wanted to only display voucher codes, and not stuff the page with "deals" that add no extra value. We felt only showing codes in the codes category was a better user experience, than something like this: vouchercodes.co.uk/johnlewis.com - who just fill the page up with "deals" when there are no codes available - e.g. this is what we currently do http://www.happier.co.uk/codes/john-lewis - do you think it would be better to add a few "deals" even though the person visiting this page is looking for "discount codes"?
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The deal page template is similar to the market leader's - e.g. hotukdeals.com/deals/rowntree-jelly-tots-randoms-160g-64p-pick-mix-150g-74p-fruittella-4pk-55p-mentos-1540682 - hotukdeals.com are in the top 100 sites in the UK according to alexa
In summary, I had considered the issue of thin pages before designing Happier.co.uk and knew it could be an issue, but there is only so much content user's want about a deal or code, and the market leaders seem to rank very well, so felt it would appear almost spammy to fill the pages up with more content, which I understand is opposite to normal advice for webpages.
Not sure about the nsfw content - I know we list sites like ann summers which is a high street brand in the uk which sells sex toys, etc, but as a high street brand I thought they were ok, plus everyone in this niche lists their codes and deals. But users can add content to happier.co.uk so I'm not 100% if more nsfw content is listed, I will check that out.
There are some crawl stats from GWT that spike on the same day our traffic drop, e.g.
Normal kilobyes downloaded per day about 15000, on 27th april it peaked at 45164. See attached image.
And finally, I was told that my IT guys fixed a problem with the meta descriptions the day before the drop in traffic, on most pages with the codes category, previously the meta desc what a templated one, but a handwritten one was in the db but not being used. So they changed that and now the handwritten one is being used. Personally, I can't believe that google would drop traffic to a site just because the meta desc was changed, especially as they are not suppose to use that in ranking a site.
So for the long reply but sometime a lot of info is needed, google is such a tricky beast these days. Here is a summary of my questions:
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Do you think it would be better to add a few "deals" even though the person visiting this page is looking for "discount codes"?
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Do the crawl stats, especially to spike in kilobytes per day, point at the problem?
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Could changing the meta description be the cause?
Thank you for your time,
Julian.
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