I like this guy's research. http://seekingalpha....rs?source=yahoo
Try typing diamonds or engagement rings into the google search box yourself. for diamonds or buy diamonds it shows up at the bottom of the first page. For rings doesn't show up at all.
This Search Engine optimization is a perpetual war for all these online retailers. And NILE isn't doing great. Zales and Kay are winning the war. And searches for their brand name are declining too.
Unfortunately the stock is shorted and hard to borrow, so options are the vehicle of choice. They report on Nov 7, so Nov options.
btw, Fib, if you are reading this... ZLC seems to be topping all diamond searches.
Edited by ogm, 21 September 2012 - 07:23 AM.
