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How do you transfer value from another domain to your domain? Specific scenario: I'm a new startup selling coffee online. A large online coffee retailer just shut it's doors and asked us to bid on its remaining assets, including their domain. It currently receives 20,000 unique visitors organically. If I were to purchase their domain, how would I use this domain to make my site rank better in search engines and drive traffic to my site? Links? 301 redirects? Or would it not really make a significant difference?