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It wouldn't!
the other party would have to promote the site better than the one they are competing against. There is zero advantage in "keyword hostnames"
it's more about branding, than search. The .com is what the majority of people would type in when guessing.
So if you owned company.net and had branded the identity of Company, you could have a potential disavantage of loosing type in traffic to company.com
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Chris. ->> Links are advertising NOT optimising!! <<-
A foolish consistency is the hobgoblin of little minds
Thought for today:- I SEO the only industry where all the cowboys are Indians?
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