Such questions aside, however, it's also an excellent opportunity to draw out some key lessons about how SEO should and shouldn't be done.

1. Pay Attention

Particularly given that JCPenney says it knew nothing of the links and that SearchDex has thus far declined to comment, the case is a good reminder for small businesses that they had better be aware and stay aware of the optimization techniques being used on their behalf.

Whether it is someone in-house or an outside firm, don't simply assume that those handling your SEO are doing it ethically and well. Scrutinize budget requests and pay attention not just to results but also to the means used to achieve those ends. Sometimes, as in JCPenney's case, the long-term results might outweigh any short-term gains.

2. Know Thy Master