Dirty Little Secrets of Search

1. According to the article, JCP got listed for different keywords because of the black hat optimization. Consumers were getting redirected to the JCPenney website, with every  generic and "strangely specific" key terms .Someone paid to have thousands of links placed on hundreds of sites scattered around the Web, all of which lead directly to JCPenney.com. 

2. This is such an important issue that The New York Times investigated and wrote about it because JCPenney and Google have been having several fall outs in previous years , where JCP violated Google guidelines on three different occasions. In result, Google has negative search results for JCPenney and because Google is so powerful, the company has the ability to banned other companies from search results.

3. Google's role to ensure companies don't game its search engine is basically closely monitoring and make sure companies are using the black hat strategy to get more search results.

4.  What typically happens when businesses invoke Google is basically the companies website gets flagged if it goes from  zero to a few hundred in a week. Company websites become banned and taken out of the search engine results.

5. CPC means cost per click. When someone clicks the ad the advertiser pays the host. Using the Google keyword estimator the three different words that I used to search were, "Dogs" with a $0.47 CPC of $1.89, "animal shelter" with a CPC of $0.70. "adopt animal" has a CPC of $1.33.