Take 15 minutes to read this great story by David Segal in the New York Times about how Plano-based J.C. Penney used “black hat” techniques to cheat in the search-engine optimization game. The company did a rather brisk online business during the holiday season, and now we know why. We also know that you will no longer find Penney as a top result in many searches because Google has, essentially, punished the company for not playing by the rules. The really fun part of the story? Google, too, profited from Penney’s cheating.
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