Google just plain hates exact match now in my experience. You have to build up solid reputation to get out of the exact match sort of penalty. I think they thin

Google just plain hates exact match now in my experience. You have to build up solid reputation to get out of the exact match sort of penalty. I think they think exact match is generally spammy and elevates the spam filter. Some other factors in an algo update probably got more weight that the site was affected by and pushed the site over the edge. I tend not to change anything right away when this happens. Wait a bit and see if it corrects. Then make small iterative SEO changes and throw some youtube videos on your site that you produced. Another good strategy, and I've seen a bunch, is to change the domain name. Only do that in last resort. Watch how often googlebot accesses your site and try to increase frequency too.