The Dirty Little Secrets of Search
By DAVID SEGAL February 12, 2011
PRETEND for a moment that you are Google's search engine.
Someone types the word "dresses" and hits enter. What will be the very first result?
There are, of course, a lot of possibilities. Macy's comes to mind. Maybe a specialty chain, like J. Crew or the Gap. Perhaps a Wikipedia entry on the history of hemlines.
O.K., how about the word "bedding"? Bed Bath & Beyond seems a candidate. Or Wal-Mart, or perhaps the bedding section of Amazon.com.
"Area rugs"? Crate & Barrel is a possibility. Home Depot, too, and Sears, Pier 1 or any of those Web sites with "area rug" in the name, like arearugs.com.
You could imagine a dozen contenders for each of these searches. But in the last several months, one name turned up, with uncanny regularity, in the No. 1 spot for each and every term:
J. C. Penney.
The company bested millions of sites - and not just in searches for dresses, bedding and area rugs. For months, it was consistently at or near the top in searches for "skinny jeans," "home decor," "comforter sets," "furniture" and dozens of other words and phrases, from the blandly generic ("tablecloths") to the strangely specific ("grommet top curtains").
This striking performance lasted for months, most crucially through the holiday season, when there is a huge spike in online shopping. J. C. Penney even beat out the sites of manufacturers in searches for the products of those manufacturers. Type in "Samsonite carry on luggage," for instance, and Penney for months was first on the list, ahead of Samsonite.com.
With more than 1,100 stores and $17.8 billion in total revenue in2010, Penney is certainly a major player in American retailing. But Google's stated goal is to sift through every corner of the Internet and find the most important, relevant Web sites.
Does the collective wisdom of the Web really say that Penney has the most essential site when it comes to dresses? And bedding? And area rugs? And dozens of other words and phrases?