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Hi Mark, has your question been answered?

What are your competitors doing? Some of my competitors in seasonal SERPs buy links shortly before the season begins.  That pushes them up SERPs and lowers my rankings/traffic.  Then as the season matures they remove the links (to save money and reduce risk). What can you do about it?   Make a stronger site so that you will be harder / more expensive to beat next year.

Thanks Keri, Yes the domains I gave were examples not the real domains, to demonstrate a service industry. That was in my thinking, however, as it's a service and that service being "cake baking in London" and not www.smithscakes.com and my client buying "www.smithscakes.net, i was a tad unsure but after some research i "think" that should be fine as there are no TM infringements. Also the .com owner leads the visitor not by saying welcome to "domain name" but welcome to "brand name". So they would be competing on service not brand. Hope that helps shed a bit more light on it for you.  Lesson there to structure my inital post with more meat on the bones. Thanks Mark