NY times has a great article on how JC penny ranked for a wide range of words in the top position & the little secrets of search. Google has been policing the Search engine optimization world since it went live. Black hat SEO techniques can be used to gain top rankings. JC penny has ranked for a wide variety of words in Google. Several sites have been linking to JC penny site through a wide variety of keywords. After the issue broke out, rankings of the site has gone down in Google. Also the company has fired its SEO consultant company.