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How the fook?

Do you ever find a website and wonder how it ranks, I know these guys are using some sneaky technique but I just can't seem to find it. If you google "Flannels coupon code" there's a site called It's got pretty low authority and while their on-page SEO is good it's surely not enough to rank just below the Daily Mail.  Their backlink profile is poor.

Something is afoot here, I have noticed that they also own an S3 bucket here using the same URL structure and very similar on-page content:

This ranks in Google but not as well. Anyone can figure it out?

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