Is it possible to acquire a competitor with better organic ranking and traffic to push the link juice to the primary site? What would be the best practice to handle this acquisition? Option 1: You can do 301 redirects for every page from the acquired site to the new site (but I was told that doing too many redirects can cause penalties.. Anyone know how many?) The difficulty with this is that if you redirect the home page, essentially all of the subfolders and content will go with it, ruining the ability to properly redirect, especially if the root domain is one of the key pages for link juice. Option 2: You can take the existing site acquired, and replace the content with new content (not duplicate from the original site though), and essentially you are white labeling your brand with that link juice. Will this actually work? You may ask, is it worth it? Well if we're talking about millions of hits per month, the key is to not lose any of the link juice or as very little as possible. Any advice would be appreciated.