WEEK 6 QUESTIONS

1) According to the article how did JCP get its site listed for different keyword searches?
- According to the article J.C. Penney, who supposedly had no idea, was used by a "black hat service", in which linked over 2000 pages of related and unrelated words directly to the companies website. So in other words they cheated unknowingly.

2) Why is this such an important issue that NYT decided to investigate it and print a long story?
- This article is an important issue because JCP was ranked amongst the top of, the google search tool, and it is the most common way to browse in today's age. Although it was a legal approach to the use of Google, it was unfair to other companies and can be seen as a way of cheating.

3) What is the role of Google to ensure that companies don't game its search engine?
- Google's role of ensuring companies do not game its search engine, is to keep a close eye on the companies, especially the major companies, and make sure that they are not using a black hat technique to gain attention. If this is the case then Google will take action in removing some of the unfair searches.

4) What typically happens to businesses when they invoke the wrath of Google?
- When companies invoke the wrath of Google they are typically "demoted". This means that the company is penalized and moved further down the page in a google search, so the company will not be seen at the top anymore.

5) Play with the keyword estimator, linked in the article, for three different words, and post the CPC. What does it mean?
- While using the keyword estimator through Google AdWords I chose three words: the first word I looked up was Dog which had a CPC of $.80, Beer had a CPC of $.56, and Sox had a CPC of $1.31. CPC stands for Cost Per Click, which basically states how much an advertiser will have to pay for a word through Google.