Shell has apparently hired a Danish search engine marketing firm that has become too creative (and — shall we say — incompetent) in their attempts at improving Shell’s web search exposure. Hence up till Saturday 5 a search for Shell at Google Denmark brought up the search engine marketing company as number one. On the other hand, Shell.dk was listed under the Danish word for search engine optimization: søgemaskinsoptimering. This was definitely not the intention. The marketing company has probably set up a alternative shadow domain at shell.dk in order to redirect visitors to the Danish section of shell.com. This is how it works now. However, originally the company must have made a mistake, directing visitors to the wrong site. Needless to say, the search engines are not fond of companies that use such redirects to improve their search engine standing, even if they work! Does Shell know what this search engine marketing company has been doing? Probably not. Hence, this story proves how important it is to have some knowledge about SEO, even when you are buying such services.