While not all of my clients are interested in internet marketing, many are so I thought I would share this article. There's a lot of Do's & Don'ts where internet marketing is concerned and if you're not careful, you'll find yourself penalized by the search engines (like Google) for employing the don'ts ... as JC Penny recently discovered.
Search engines love links into a website. The more the better. But the catch is that these links have to natural links ... in other words, other sites are linking to yours to share valuable (and related) content with their readers. If you manipulate the system, you can get into trouble. This is why generic link exchanges are typically considered bad practices.
JC Penny hired an SEO firm to boost their site's rankings and the firm engaged in black hat tactics to set up pages with links to JC Penny. In short, they tried to manipulate the system to bring more links to the JC Penny website. It's not clear if JC Penny knew what was their SEO firm was doing - but none the less, JC Penny has been penalized by Google by it.
Click here to read the full article.