In a recent investigation, the New York Times recently exposed the dirty little secrets of one of the largest online retailers. According to the article, J. C. Penney enlisted the search engine optimization services of an unnamed marketing agency. However, unbeknownst to J. C. Penney, this unnamed agency was using "black hat" search engine optimization tactics in order to boost the online retailer's rankings to the top of search results.
Contrary to what the name may suggest, black hat optimization is not artful or intriguing; it is, rather, unoriginal and careless. Even though black hat optimization employs tactics that Google considers tantamount to cheating, it is not illegal. In fact, many marketing agencies use black hat optimization tactics and run the risk of blacklisting clients' websites.
Unlike those online marketing companies looking for fast and easy results, Blue Archer cautiously avoids black hat optimization tactics. Our search engine campaigns are creative, effective and founded in research. In addition, we report on all steps of the search engine optimization and consequent results. We have proven that black hat optimization is not at all necessary to achieve strong search results.
Elizabeth Williamson
Marketing Analyst
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