J.C. Penney Company, Inc.: Search Engine Optimization and JCPenney.com

Authors
Costello, S., Ryan, P., and O'Rourke, J.S.
Region
North America
Topic
Strategy & General Management
Length
7 pages
Keywords
Search Engine Optimization
search ranking
Google
ranking
controversy
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

A New York Times author unearths evidence of deceptive search engine optimization tactics linked to JCPenney.com. Google reacts by burying JCPenney’s search ranking as JCPenney denied any knowledge of foul play. Millions will read the New York Times article detailing the controversy as JCPenney must determine how to protect its reputation and minimize any impact on internet sales.