The Dirty Little Secrets of Search - nice NY Times article on how JC Penney was able to bump themselves up to the top of searches for loads of generic terms - i.e. "dresses", "bedding", "furniture" - all through organic search; not paid results. It's an interesting read because it shows how even big business is in the practice of exploiting loopholes in Google's search algorithms. It almost makes you stop and think those SEO firms aren't the most exploitative folks around.. almost.