JC Penney recently got its proverbial hand slapped by Google and has been banished to the bottom of organic search result listings. The company’s website was utilizing practices that while not illegal, are considered unethical in the practice of online search methods. These unethical practices are known as “black-hat” tactics, and while they can boost organic search rankings temporarily, they can also hurt the brand and reputation. Presumably such a well-known brand would have experts on their team that would know better than to engage in these strategies and only use “white-hat” or universally accepted practices. However, the company claims they were unaware anything unethical was taking place. Continue reading
Type your company name into a search engine. Are you the master of your own domain? If not, it’s possible that it is difficult for your customers to find you, especially when they aren’t looking for your company directly, but maybe searching for a resource for a particular product or service.
Let’s break down the various parts of a search results page to see where you can improve the visibility of your company and own your universal search. Continue reading