By Richi Jennings. February 15, 2011.
You may have seen the news over the weekend that the JCPenney über-dealer was slapped on the wrist from Google. It would appear that the State Archives increase position in search results, by some nefarious practices. This could happen to your employer? Yes! How IT helps people to protect their marketing department to make a mistake like that? Discover The Long View ...
David Segal broke the story on Saturday:
With more than 1,100 stores and 17.8 billion in total revenue in 2010, Penney is definitely a major player. ... But Google's stated goal is to scour every corner of the Internet and find websites more important and relevant. The collective wisdom of the Web says that more site Penney essential when it comes to clothes? And household linen? And area rugs? And dozens of other words and phrases?
The store deny that it has sought or sanctioned such conduct any spam and summarily fired his search engine optimization (SEO) entrepreneur, SearchDex. Let JCPenney to his word and assume that nobody in their marketing department had the first clue that their firm SEO 3rd-party was engaging in spam, black hat SEO tactics--the kind that Google expressly prohibits in its webmaster guidelines. The punishment for this type of malarkey varies from being relegated in the search, to complete the removal from the Google index--a disastrous death sentence for any site.
Sure, you could argue that they ought to know, but maybe it was a bit too technical for your social media marketing Jockey to capture details. I'm arguing that, as a person, IT is your responsibility to find out that this sort of thing going and act to save the company itself. For the how and why, read on ...
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