BEANS The basic idea is to exploit the way that google views identical pages it collapses the data so it only sees one page plus some location data and remembers all the links to one page If you can persuade google that your page is the master version of two identical pages a 301 hijack then you can change it thereafter and steal the importance of the page you have hijacked Having the WP page linking to your page but your own page self linking is a way of making your page look like the master copy but you have to do other things It looks like they succeeded with the NL page and were using that redirect to try to get the UK one