Category Archives: J.C. Penney

Ever Changing Search Problems

The Panda update has been out for a little while now and while some users have reported a rankings decline it seems that for the most part if your site wasn’t being scraped of content, you’re doing just fine. But the underlying point is, Google is going to adjust the algorithm again. They’ll tweak, tune and make mistakes. They have thousands of employees, it’s difficult enough when you have a team of 10 working together let alone a small town of people making adjustments.

So what is next on the chopping block for the Google bot? Only Google can tell you, but there are definitely points to be considered which are up for grabs. One of the most likely candidates for being demoted in search, are the bogus blog posts full of anchor text going out to different sites. We’ve all run into them at some point, usually when you’re looking for information on how to change a sink tap or what type of air conditioner to buy this coming summer. You arrive at a blog post with a dozen different anchors in it, that doesn’t really tell you anything concrete about your search topic. They still come up rather prominent on the SERPs, it wouldn’t be too surprising to see them culled in the next big update however.

Other points which I’ve seen discussed are adding links into the footer of websites and site stat counters. Both of these as of this current writing, have had their link weight devalued already, but that doesn’t mean that the search gods won’t turn them down some more. Footer links are great to use as internal site navigation, and if you’re honest with yourself having a visible stat counter on your website is gawdy at best.

The last point of issue seems to be that some website owners are reporting vast amounts of erroneous links pointing to their websites from domains of ill repute. Using back links as part of their evaluation method, the search engines are tied to this as one of the metrics with which they rank websites in search. The issue stems from the issue that you can’t fully control who links to your website. You can actively search for the backlinks pointing to your website, and if you don’t like where they’re coming from you can merely ask for them to be removed. It’s a double edged sword which needs to be monitored, no one is immune to the Google ban hammer. Just ask JC Penny..

J.C. Penney and Google – An example in the making

Since it’s all over the news and has been talked about since word broke, here ‘s just another take on the J.C. Penney search gaff. The NYTimes did a piece titled “The dirty little secrets of search” and in it was outlined how J.C. Penney gamed Google into listing them for all sorts of terms, applicable to their stores, but always listing at the top irregardless of the search.

The chief way this occurred was through the value of backlinks coming into a site. When your search engine optimization expert does their work properly, the value of the backlinks coming into your site will be categorically relative to your site. J.C. Penney however had links for all sorts of things on what seemed like any kind of website. When it comes to broad analysis of buying links to link back to your site, Google frowns heavily on the practice and often the links are devalued, or even negatively valued, and your site can be negatively effected in such cases. Matt Cutts was questioned on the occurrence and admitted that although JCP.com was already dealt with three times previous, the most recent and wide reaching offence hadn’t been noted.

Some have said it’s because JCP spends so much money on AdWords, others have said it’s sloppy policing on Googles part. One thing that the NYTimes piece did however, was contact a black hat SEO marketer directly and asked their opinion on the matter, and I believe they hit it on the head the best. Think of search not as a one type tool (search) but as a dual purpose technology; informational and commercial. And while the black hat lauded the strength of Googles informational capabilities, he readily admitted that commercially the results were lack luster, a cess pool was the term used. The Google team has admitted fully that there’s a relevance problem as of late, which has become more pronounced with the advent of both Caffeine and Instant technologies into the Google search algorithm. It also needs to be noted however, that spammers didn’t all of a sudden triple their output, the right set of adjustments just haven’t been found yet to exclude them from the relevant results. Additionally since no one has thought to bring it up, the same (gamed) results would have shown up in Bing or Yahoo as well as they did in Google.

JCP is about to go through some growing pains, and will most likely learn a valuable lesson in search; always make a point to be aware of your hired SEOs track record . You may find yourself on the receiving end of a swat on the nose from the Google team.

In a bit of a change of pace, just a reminder that there are a few key points which need to be considered when working online whether as a new website owner just getting into the search marketing side of business. Or a long trusted brand both on and offline, that’s looking to stake a claim, or reinforce a position online.

K.I.S.S. (Keep It Simple Silly) – Keep your website simple in appearance, construction and use. That doesn’t mean like a printed sheet of paper, but flashy ads, a video clogged front page or fancy fly away graphical menus don’t help your position in the search world. All of the above technologies, without a lot of back work, can actually hurt your online marketing performance.

Relevant Content – Keep your copy relevant and consistent to what you want to be known for. If you’re a plumber, write about plumbing trends, technologies and concerns. If you’re a tailor, writing about style trends, materials and new patterns is helpful. As a carpenter you wouldn’t want to write about small engine repair or microwave ovens, it’s simply not pertinent to your business or your website.

Budget – Ahh money, the one aspect of the business that always seems to surprise people. The thing about advertising, is that advertising in earnest, with the idea to make contact with your customers or clients to earn a living, will cost you money. In North America, Canada especially, online marketing budgets are significantly below what they need to be to see the real rewards capable from high quality, skilled search optimization. It still makes no business sense how a company can have no problem throwing away thousands of dollars per month on a marketing metric which is untrackable (newspapers/radio), versus a significantly lower cost for a completely trackable one (SEO).

A Call to Action – Often the missed point of a newer website owner, a call to action for your visitors is a required point of your website. A qualified and capable search engine optimization expert can bring you traffic, but if your website doesn’t direct your visitors what to do, they will leave until they find a site that does. If the point of your website is to sell, ensure you have a way to sell to your visitors with a Buy Now button, or a catalogue to order. If your desire is to attract people to sign up for your newsletter, make sure it’s prominently displayed as such.

Time – One of the most important requirements for SEO is time. Time for your website to be crawled and indexed, time for Google, Bing and Yahoo to place you within their index and the time it takes to balance your website versus the millions upon millions of pages also within your sector. It all takes time in the end, and if you try to circumvent the time component and go quick and dirty like J.C. Penney did? You’ll get caught, maybe not today, maybe not tomorrow, but you’ll be caught.