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Hawaiian Airlines is crying foul over a new-kid-on-the-block rival airline's keyword optimization techniques, claiming trademark infringement. And sure enough, interisland flight competitor Go was busted using the adjective "Hawaiian" several times on the website.

Hawaiian Airlines claims that Go's excessive use "Hawaiian," using it nearly as many times as its own brand name, is trading on their name, making it a "serious matter."

Whether or not Hawaiian Airlines has exclusive rights to the use of a part of speech for indicating geographic placement, they may have another route to combat it. According to KHON, there may be some black hat keyword stuffing magic going on in hidden places on the site.

Google may wish to know if it's being gamed and if Hawaiian Airlines is that upset about someone abusing its adjective, all the company has to do is fill out a report.

At any rate, the alleged black-hatting and keyword stuffing is doing little good as a search for "Hawaiian airline" brings hardly a mention of Go's service. The page is dominated by the original.

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