1. According to the article how did JCP get its site listed for different keyword searches?
Someone paid to have thousands of links placed on hundreds
of sites scattered around the Web, all of which lead directly to JCPenney.com.
JcPenney did not authorize it.
2. Why is this such an important issue that NYT decided to investigate it and print a long story?
The companies warn that which ever company uses tricks to improve search engine rankings (link schemes), there will be severe punishment.
3. What is the role of Google to ensure that companies don't game its search engine?
The role of Google is to constantly check to see if other companies are using the black hat strategy. When this happens Google makes sure that the company will either lead a search death or use a 'manual action' which means that the company search results are demoted.
4. What typically happens to businesses when they invoke the wrath of Google?
Obviously, Google will not allow such a thing to happen. In a situation in which this does happen, Google uses 'manual action' which can hurt business because there is a significant decrease in amount of traffic the business receives.
5. Play with the keyword estimator, linked in the article, for three different words, and post the CPC. What does it mean?
mount- average cpc =$1.51
tender- average cpc=.65
how much- average cpc=$1.09
Cpc(cost per click) measures how much each click costs.
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