dug 
Last year I built a couple of sites for a guy that I frequently collaborate with. The sites talk about diamonds, the diamond industry and luxury more generally.
He was wondering about SEO issues and to illustrate a point, I’m posting this link to De Beers diamonds. We were curious why the De Beers consumer website fares so poorly in Google. I did a search on “They are the ultimate gift of love” a sentence from the introductory paragraph and the string “De Beers” appears nowhere on the first page of Google results. Weird;-)
Actually, not so weird as the html is pretty much not semantic even a little tiny bit. In any case, I’ll check the position of this post in a few day’s time and see how it compares with the corporate site.