From searches for common terms like “dresses,” “bedding,” and “area rugs” to” “furniture,” and “tablecloths,” JC Penney was uncannily coming out on top. Why? The New York Times enlisted a search consultant to find out and his findings embarrass Google and JC Penney.
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The consultant found it involved black hat techniques, the dark art of raising the profile of a website with methods that Google considers tantamount to cheating.
Google must get better at spotting SEO manipulaton or it could lose the confidence of its users in its results, and new search technologies will threaten its dominance.