The Dirty Little Secrets Of Search: The New York Times Shows How Google Results Were Manipulated To Boost JC Penney's Search Rankings

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.

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