I’m mostly surprised by two things: JC Penny employing an SEO Firm that resorted to such a known “Bad Practice” and JC Penny obviously doesn’t have an internal SEO staff person overseeing and reviewing what their SEO firm is implementing. This seems like using an offshore contract manufacturer without and experienced person in the company being held responsible for managing that outsource. Seems insane. But, a company’s Web Site probably isn’t as important as building the products sold on it, right?
Here’s just a snippet from the article, “Bad Brands and Bad Linking: How to Avoid Google Penalties“:
JCPenney should have known what their SEO company was doing. You need a solid understanding of what your SEO firm is doing to “help” you, and how you can monitor SEO campaigns involving your brand.