Linking Sister-Sites - Diapers.com Example

[SEOPA]

Many of the big guns like 1800 Flowers, Diapers.com and others all have their sister sites in tabs at the top.

Example: http://www.diapers.com/ with their 3 other properties.

Since all properties link to one another on every page, it's really a wash, right? No real gain as engines know they are connected and it's the same link multiple times. No real problem either as it's natural for the user experience to have reciprocal links here between the brands.

Any additional thoughts here?

[SEOPA]

Agreed. From a branding/UX perspective it is key. I'm just making sure there isn't anything that can hurt things. Like you said though -- if it's for the user and natural it should be fine.

[THB]

Exactly.  I don't think there is much SEO value to be honest; however, on a highly-trafficked site it will definitely help spread the word of your affiliations.

But like I said, don't try and get sneaky with the keywords.  In my opinion, stick to the brand name anchor text.

[sesertin]

It is legit as carries user benefit. I'm pretty sure that is forwards link benfits as well.

I think this is not real SEO itself, but rather cross-marketing or brandring issue, however owner of all brands is the same I suppose.

[THB]

It's perfectly legit in my opinion, as long as it's honest.  Rule of thumb is only make changes/additions to your site where if penalized, you have a valid, honest explanation.  If you can't explain yourself, well, they'll have no mercy on you.

BTW, here's another example: http://oldnavy.gap.com/

My only suggestion to stay on the safe side would be to not use keyword-stuffed anchor text.  I would recommend using the brand name when cross-linking instead.

Take this site for example: http://www.hometrader.ca/  Go to the footer and see how they link to each of their sister sites under Partners.