Most people who have websites are regularly emailed to join or place links on their site to be part of link farms. These are bogus links (links unrelated to the site’s content) that have the goal of tricking Google into improving the site’s search rank. Horrible SEO (Search Engine Optimization) companies sell this sleazy service. If you take part, you’re risking Google catching you and then demoting or banning your site.
See the NY Times article The Dirty Little Secrets of Search detailing how J.C. Penney rigged their results and then got demoted. It was a very successful strategy over Christmas, but Google just responded.
On Wednesday evening, Google began what it calls a “manual action” against Penney, essentially demotions specifically aimed at the company.
At 7 p.m. Eastern time on Wednesday, J. C. Penney was still the No. 1 result for “Samsonite carry on luggage.”
Two hours later, it was at No. 71.
At 7 p.m. on Wednesday, Penney was No. 1 in searches for “living room furniture.”
By 9 p.m., it had sunk to No. 68.
In other words, one moment Penney was the most visible online destination for living room furniture in the country.
The next it was essentially buried.