J.C. Penney Company, Inc.: Search Engine Optimization and JCPenney.com
Costello, S., Ryan, P., and O’Rourke, J.S.
February 12, 2018
Strategy & General Management
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. 7 pp. Case #11-10 (2011)