I just enjoyed reading the long and well done report by the NT Times on the black hat hi-jinx JCPenny has been tangled up in. I don’t need to chat much about it as they went 5 pages deep into uncovering what was going on. JCPenny, by the looks of their Alexa, did quite well this last holiday season!
This is a good warning to all big brands not to game their links and stay away from any anchor text filters…something JCPenny is still stuck in by the looks of it. While it was reported they got slapped up into the 70′s, I’m now seeing them back in the 30′s, but there’s no traffic to be found there. JCPenny could have also been setup in this situation. Of all the huge brands we’ve worked with, they’d never have to resort to tactics like this to get those kind of results. While it’s not easy, these companies most definitely have the budget to do it right.
Just 7 percent of JCPenney.com’s traffic comes from clicks on organic search results, she wrote. A far bigger source of profits this holiday season, she stated, came from partnerships with companies like Yahoo and Time Warner, from new mobile applications and from in-store kiosks.
This is also great for them, any this should be similar for any large company. We always tell our clients to NOT have all their eggs in one basket, especially in case something bad happens. If you’re still relying 100% on search, it’s time to start looking at Facebook storefront options, a strong Twitter presence and get mobile in one way or another.
The one major thing JCPenny could improve on is of course much better product descriptions. If you were a smaller ecommerce site with a weak link profile and brand presence, then you’d be trumped. This is where having such a big company comes in really handy, but don’t feel invincible.