It was discovered that J.C. Penny web site dominated lookup results for a large number of key phrase phrases across the board. Further investigation revealed that a massive quantity of links with keywords as anchor textual content have been placed on weblogs. A large portion of these blogs had been even not related to the keywords. It's fairly apparent that these hyperlinks have been paid for in an try to increase the quantity of links point to J.C. Penny web webpages.
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But inspite of this kind of distinct warning, hyperlink purchasing has been now turn out to be a standard practice in Search engine optimization business. But what should have peeved Google is the magnitude of this marketing campaign by just one company. And once this was introduced to community's notice then there was no way Google would allow the perception gain ground that its lookup motor rankings can be compromised. Thus, this kind of a hefty penalty for J.C. Penny website.