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Patent Law

Black Box Search vs. Black Hat Publicity Hounds

J.C. Penney was on top of the web world last holiday season, showing up at #1 for dozens of retail search queries on Google. Type “dresses,” “area rugs,” “bedding:” you’d get Penney’s items as your first search result. Had the venerable retailer become a “Wikipedia” of online shopping, reliably providing the “people’s choice?” Or was something more troubling going on?

The New York Times has related an excellent study (which I had worried was impossible to do) examining the issue. The study “suggests that the digital age’s most mundane act, the Google search, often represents layer upon layer of intrigue.” For J.C. Penney was using “black hat” search engine optimization, a definite no-no in search engine land.
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