Ecommerce Site Duplication
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Should I built another twenty website brands & mimic the strategy?
I don't do this myself and would not recommend it to anyone. In fact, I hope that all of my competitors start doing it. I think that it is a huge waste of time and is even damaging to the rankings of all of your sites. I really hope that they are interlinking all of these domains

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I have a few competitors who do this as well, and then some who break their products into groups and create sites based off the groups linking all together. IMO this should be bad for ranking but is just transferring link juice around. Just seems like a bad practice, since it's not really helping users, it's trying to get multiple pieces of cake for one person using many plates.
I envision a day when these competitors suffer a 200% rank decrease and they stub their toe that the morning.
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I don't intend on copying the strategy, because I believe it should hurt them as well but they have been able to gain significant traction with it thus far. They don't appear to interlink themselves, but bloggers & reviewers do tend to have links to both sites when they compare purchases.
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Have you had any success initiating the process of showing their duplication? I can appreciate that companies can make Coke, Diet Coke, Coke Zero & Coke Life. And maybe my opinion is biased as a competitor, but I don't think it is their intention to provide a different customer experience & only to saturate the market with their brands.