For some reason I decided to google a phrase appearing on my website and noticed another website showed up first. He copied 100% of my website, he just changed the city name. For example every time the word "New York" appears, he changed it to "Chicago" I am sure the owner doesn't know this, he probably hired some retard to write content. I am going to call or email him. And if he refuses to take it off? do I just negative SEO him? Do I have any other options?