Remember earlier this year when JC Penny got caught with it’s hand in the SEO cookie-jar (see overview of the jc penney seo blunder)? I wonder what the long-term damage of that was and what Penny has in story for the 2011 holiday season.
Looking back – after a semi-technical/semi-slam story of blackhat SEO tricks was published with Penny as the target of an “investigation”, their website did lose some SEO juice and many SEO geeks had a good laugh as their rankings began to plummet. However, it should be noted that JC Penny did not fall away, they went down and then came right back up. In a word, they got “corrected”. There is a big difference.
When a smaller company engages in a link-spam campaign (with dozens, hundreds or even thousands of paid links placed across sites on the interwebs), like JC Penney had when they earned earned 2010 Holiday season website traffic from keywords like “pillow cases”, they usually go away and never are to be seen from again. Oh, a site owner can write Google a love letter claiming to have learned from past mistakes, but more often than not they will be thrown into the vast Google site graveyard with all of the true spammers. This is for good reason – true spam sites dilute the quality of search and cost legit Adwords advertisers $millions annually.
Now, what happens with a large company get openly popped for engaging in these same black-hat SEO practices? Well, they get their hands slapped but they don’t disappear, they get corrected. Why? It’s a mix of both strange-bedfellows that still do need each other and very often the company has some type of Google Adwords campaign, and they might be spending $$millions with Google. JC Penny falls into this category – so they did not fall away to zero. They got corrected back to more normal levels and got a warning. In fact even today I can find organic JC Penny links on any number of household goods products on Google.
As a side note, this type of campaign is something that Penny’s marketing managers and directors might not have even had a clue was being done, just as we said before, they were probably hoodwinked by a bad SEO firm. Moreover, anyone can get tools like Advanced Link Manager and see exactly where any website is holding links from so there is not any real ability to hide bad activity, so you’re better off with a legit link building program and stick with it.
Now, what is Penny likely to do this holiday season? Answer? They definately are going to keep their noses clean and make certain to stick with white hat SEO techniques. They’ve got thousands of wanna-be journalists watching them and don’t dare get back in the hotseat again so there isn’t much chance of them doing anything foolish.
What’s the ironic part to this story? JC Penny has now earned a significant amount of links from sites like mine over this whole controversy. Those links are indexed by Google and will help boost the natural organic ranking of the entire JC Penny website.
Wow, go figure they got some positive links out of this after all.