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Google Meets JC Penney to Discuss the Dirty Little Secrets of Search

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The New York Times broke the "shocking news" that some companies, namely JC Penney, attempt to game Google by buying links, in an article entitled, The Dirty Little Secrets of Search For those that know SEO, links count as votes and Google gets really ticked if you or your company engage in link-buying.

Beyond this very public spanking of JC Penney (Google manually deprecated JC Penney's position in Google searches), this incident is a teachable marketing moment -

1. Buying links is bad, very very bad. It works fantastically, but if you get caught Google will spank you very, very hard and pull you out of their index.
2. Google didn't notice for months; or perhaps did notice; the problem is so big and so bad Google would rather ignore it.
3. Google's solution of manually punishing JC Penney means that they probably also make other manual changes to Google. Yet Google is under litigation, especially in Europe, and this could be a very dangerous game for Google because it shows that Google search is subjective, and subject to the whims of Google as a business!

Dirty Little Secrets of Search: Google Cutts Meets JCP - The Video