Well I have to be honest I am not an expert when it comes to SEO, and personally I always found it a little bit of Black Magic. I understand why it’s important the Ranking on the results when people does a search, but most f the times the ranking in one search engine it’s not the same in the other ones, but really all this obsession for companies to be in the Top of Search Results, it just makes me laugh.  To me the best SEO you can do it’s get the best content as possible. Actually I been found sometimes difficult to find the information that I am looking for, because someone with a good sense of SEO, but bad content beats the guy that has the good information, and care less about the SEO thing. So SEO to me it’s try to be the cool kid in high school.

Going back to the main idea, I was noticing how everyone it’s focusing in the aspect on the “Bad Behavior” from J.C. Penney’s side, an how this will affect them (Seriously). In meantime I am having with my own theories regarding this incident.

My first theory, is that yes maybe J.C. Penney wasn’t aware, and they never authorize the action, someone tried to help them pushing them all the way up to the edge of the cliff, so now that they had no other way than go down, they have room to go up .
My second theory it’s that yes they knew it, and they did it. It’s a lot of information about SEO, and some of them where valid years ago when all of this started, some of them where only misinterpretation of  some true information and became a popular believe on the fact, again since SEO has becoming the popularity game for the big Online companies, and everyone want’s to be the Cool guy (or girl) in town. A really good misinformed, C executive in charge that had read couple articles about SEO on some magazine, came with the fantastic idea of doing this action, and since he is the kind of guy that will not hear any reasons or take no as an answer when it comes to his ideas, this had to be done. Now that has backfired, they have to swallow the bitter pill, cover them selves, and blame on someone else.
My last theory, has to do with the fact that this brought the attention over J. C. Penney twice, the first time going up the search ranking and now the name it’s everywhere (as the bad guys, but hey is not this the era where the bad guys get more publicity that any one else), so they did it knowing the possible consequences. .

All of this really makes me think on how futile, it’s this game of the SEO idea. On how Google creating this magnificent system where algorithms, formulas and rules make a website go up or down, and how they can be fooled, and the power that they have over the Internet.

So the lesson here is, it doesn’t matter about the Rankings, do your SEO, but don’t become obsessed with it. Today’s Search Engine King could be gone tomorrow, and the rules will change all the time. So focus in the core of your business.  J.C. Penney focus in give good value, and attract customers because of the real Brand Value, and not because you go up in a search for “Skinny Jeans”.