Search engine optimization is a combination of two factors – on page and off page optimization. Off page optimization is primarily backlinking. Recently, JC Penney was penalised by Google and forced a change to their algorithm all because they had thousands of backlinks from spam sites. The original report here “The Dirty Little Secrets of Search” by David Segal details how JC Penney allegedly manipulated unpaid, organic search results to make itself the top listing for numerous generic terms like “dresses” and “area rugs.” The New York Times hired a search engine optimization firm, Blue Fountain Media in New York,

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