JC Penny managed to absolutely own the #1 Google position for a huge number of consumer items. How? By hiring an SEO company that used so called ‘black hat’ SEO techniques.
Then Google’s new algorithm took hold and they took a slight dip. Then Google learned about how they were managing their SEO and manually intervened… essentially burying them from search engine results.
A lesson in why to avoid SEO practices or vendors that seem too good to be true. A must-read for all site owners, marketing professionals and we folks alike: