Somehow I never imagined JCPenney wearing the black hat. In my mind, the Plano retailer would be riding alongside John Wayne and Jimmy Stewart, not hiding out with Black Bart.
So the hand-slap doled out by Google, while appropriate, comes as a shock.
The offense was a links-trading practice that drove them into the number one search spot for many of their key words. This practice isn’t illegal, of course, but it is deceptive and can garner the wrath of Google.
This isn’t the first time JCPenney has violated Google’s SEO guidelines, however. The Times reports three occasions, the most recent occurring last November. “Punishment” can range anywhere from reduced PageRanks to complete removal from Google searches.
JCPenney got off easy with major PageRank reductions.
Ironically, the Plano, TX, retailer says they didn’t profit significantly from the practice. Spokeswoman Darcie Brossart told The Times that only 7% of JCPenney.com’s traffic comes from clicks on organic search results.
So was it worth jimmying with the results? If you look at losses in reputation, brand value and PageRanks, I’d have to say no.
What can we learn from Penney?
- Watch your reputation. Ethical SEO practices need to be observed. Whether you do your own optimization or hire an agency to take care of it for you, make sure you follow best-practice.
- Trying to outmaneuver Google isn’t worth it. Google’s goal is to make the internet a safe place for everyone to play. Follow the rules and you’re much more likely to be rewarded with good PageRanks.
- Focus on providing valuable content for your visitors. That’s what Google is looking for. That’s what will ultimately earn higher ranking.
Penney says they weren’t aware of the links trading and has fired their agency. Nevertheless, their white-hat reputation has been tarnished. I hope, for their sakes, they can initiate tighter control over their SEO practices.
