The Times today has a fascinating account of the lengths some companies go to game Google's search algorithm and get their websites listed higher on results. Times reporter David Segal looked into why J.C. Penney was ranked No. 1 in a suspiciously high number of searches. Turns out they, or someone working on their behalf, were paying to have thousands of links to J.C. Penney planted on spammy backwater websites. Google unwittingly took these links as legitimate and J.C. Penney was catapulted to the top of the search ranks, just in time for the 2010 Holiday shopping season.