February 14th, 2011 By Jack Morton
Among the many lists of skills I’d love to master (electric guitar, snow boarding) is this: really understanding search engine optimization. A couple of great search engine optimization stories over the past few days:
New York Times expose on how JC Penney’s SEO crossed the line set by Google for “black-hat” tactics as it zoomed to #1 across scores of organic search categories during the holiday shopping season.
As its competitors ads were rolling during the Super Bowl, GM’s marketing chief instructed his team to out-bid its rivals for search terms related to their ads — e.g., “Imported from Detroit” and “Darth Vader”. Smart, stealthy, opportunistic, and evidently successful.