ponyboy96 - 8:28 pm on Feb 14, 2011 (gmt 0)
As some have mentioned on here before, the big thing that stands out to me here is not that JCP bought links, dominated the SRPs, and then got a penalty, it's the fact that NYT wrote an article about this and outed them. That in turn caused them a hit to their traffic and revenues. I smell a lawsuit here. Why of all people/companies is the NYT policing the search results and outing companies like this. What is their interest here? They didn't just do this an an expo piece I'm sure.
Paid links are just that, a risky SEO tactic. I'm sure JCP was informed of the risk before the campaign started. If not, then the SEO firm has some explaining to do.