Search Optimization and Its Dirty Little Secrets
The New York Times did an investigative piece on how JCPenney.com was able to cheat Google for months, giving it top-ranking listings in dozens of widely-varied commercial terms: Search Optimization and Its Dirty Little Secrets. Depending on your perspective and whether you like dangerous shortcuts, this is either an inspirational or cautionary tale about using “black hat” tactics in your search engine optimization efforts.
(NYT tends to phase out free access to their articles over time, so I can’t promise that article will be available forever. If it’s not, you can try a Google search for the article’s title; someone has probably archived a copy of it.)