Does American Express Hate SEO?

A page from the current edition of American Express’ ‘A Practical Guide for Business Growth’ shows that the SEO is not an important aspect to consider in growing business. At least that’s how they said it in their article:

Finally, don’t waste money on so-called Search Engine Optimization (S.E.O.) specialists. Search engines are very quick to penalize sites that try to trick their filtering techniques, and once your site has been put on Google’s blacklist, it will take forever to get off.

When they will notice blogs pinpoint this blatant disregard for SEO, the author might say he or she was misquoted.

No wonder a search for credit card related keywords even for a hint of AMEX (say, credit card america), the site is nowhere to be found on top page even with its high reputation and brand value.

The article seems basic though some advices are more applicable for more web-savvy Internet users. However, a degree of hypocrisy can also be noticed:

Also, using clean U.R.L.s such as yourdomain.com/store/widgets instead of yourdomain.com/store.php?id=42&categoryID=widgets will increase your chances of getting indexed in a search engine.

A look at some pages within American Express shows that it’s not even walking the talk.

For example, Travelers Cheques pages has this URL:
http://www10.americanexpress.com/sif/cda/page/0,1641,22395,00.asp?us_nu=dd

I wish American Express web site will set examples before releasing the article and ask everyone to follow.