When Blue Nile opened their virtual doors, they created what has become a general standard with how online jewelry catalogs are presented.

They've since evolved their design to be testimonial-centric, but their original design was copied so much from 2001 - 2003 that only we old-timers actually recognize the degree of Blue Nile's influence on the whole industry. And now we realize there are serious SEO problems with it.

A popular convention started by Blue Nile is a section like this on every product detail page:
"This Item Comes With"
* Free Shipping
* 30 Day Returns
* Free Gift Box
* Free Appraisal

Another popular convention from Blue Nile is a section that looks like this:
"Need Assistance"
* For assistance or customization, please call one of our knowledgeable sales people Toll Free.
* Not...
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