Deal Flow (Dec 21): 5 Websites, 5 Aged and 7 Branded Domains

Mushfiqur Sarker

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This week’s deals feature 2 websites for sale from Empire Flippers in the lifestyle and DIY niches, and 3 websites from our private Facebook group in the outdoors, finance, and office products niches. We also cover an aged domain in the health niche from Odys.

Note: unfortunately, there have not been any quality sites on Flippa, Motion Invest, or Investor Club platforms over the last several weeks.

For domains, we share findings on 4 aged SEO domains and 7 branded domains live at GoDaddy auctions.



Aged Domain: ButterIsNotACarb.com

Summary

Niche: Keto

Source: Odys Global (see listing here)

Age: 2014 (8 Years)

Listed Price: $1,910

Ahrefs

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Notable links: The Penny Hoarder, Tasty.co, BigOven.com, TheFoodieAffair.com, ASweetLife.org, and many more.

Site History

This domain was previously used as a Keto recipe site with dozens of keto-friendly recipes by an author named Allison.

The recipe index showed a wide variety of keto recipes like tuna cakes, mini tuna melts, chocolate fat bombs, cheeseburger calzone, and a pulled pork breakfast tower. Some of the recipes were republished with permission on Diabetes Daily.

The site stopped adding new content in 2018 but was still live until around early 2020 according to Archive.org. It looks like someone tried relaunching the site in 2021 but quit.

Here’s what the site looked like:

butter is not a carb archive

Growth Blueprint

The keto diet is one of the most popular diets in the world and there is a large market of products built around it. 

Here’s what I would do: 

  1. Recreate recipe articles that have multiple links or high authority links (e.g., chocolate fat bombs has 14 referring domains)
  2. The domain name is an homage to the quote in Mean Girls: “Is butter a carb?”. Publish answers to questions like “Is X a carb” and “Is X keto?” 
  3. Publish content combining keto with a popular brand (e.g., “Keto at Sonic” has a KD of 6 and volume of 800)
  4. Review keto foods and products (e.g., “keto bread at Walmart” has a KD of 8 and volume of 600)

Monetization could include display ads as well as several types of affiliate products like meal subscriptions, keto food and ingredients, and info products. Some examples include Magic Spoon (20% commission), Miracle Noodle (20%), and KetoKrate (15% commission).


3-Year-Old Lifestyle Site Making $2,772/mo on Empire Flippers

Do you want to buy a content website? Hire us to catch red flags.

Summary

Niche: Lifestyle

Source: Empire Flippers (see listing)

Profit: $2,772/mo from AdThrive, affiliate programs, digital products, and Amazon KDP

Asking Price: $124,738 at a 45X multiple using a 12-month average

Ahrefs

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Due Diligence Dashboard

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Growth Blueprint

Highlights

  • 260 quality written articles already published
  • Stable revenue during the last 12 months
  • Income comes from 5 different revenue streams
  • A decent chunk of traffic (12%) comes from social media (Pinterest)
  • Mailing list with 4,195 subscribers

Setbacks

  • Traffic dropped year over year (-13%)
  • Lack of valuable links from niche authority sites

Easy Wins

  • Create better-looking CTAs on the affiliate content, and add more affiliate links to educational content
  • Remove the nofollow rel tag from internal links
  • Optimize content for better display ads placement

Takeaway

This is a 3-year-old blog in the retirement niche. With 260 articles already published, it primarily earns from display ads (AdThrive) with a decent $30 RPM.

The seller did a good job by adding alternative revenue sources like affiliate programs, digital products, and an ebook. You will get full ownership of those digital products and a mailing list.

Some easy wins are adding better CTAs to affiliate content (10-20% boost), optimizing content for better display ads placement (5-10% boost), and implementing on-page SEO by better interlinking.

Valuation:

The site is valued at $124,738, representing a 45X multiple of the last 12 months’ profit of $2,772. With the 13% traffic downtrend in the last 12 months, we advise negotiating a multiple down to the range of 36-38X.


11-Year Old DIY Site Making $3,529/mo on Empire Flippers

Do you want to buy a content website? Hire us to catch red flags.

Summary

Niche: DIY

Source: Empire Flippers (see listing)

Profit: $3,529/mo from Mediavine, affiliate programs, and digital products

Asking Price: $167,391 at a 47X multiple using a 12-month average

Ahrefs

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Due Diligence Dashboard

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Growth Blueprint

Highlights

  • 200 articles ranking for more than 34,000 keywords
  • Stable traffic and revenue during the last 12 months
  • Income comes from 5 different revenue streams
  • 28% traffic comes from social media (Pinterest and Facebook)
  • Pinterest account (20k followers), Instagram page (3,750 followers), and mailing list (3,000 subscribers)
  • Quality backlink profile

Setbacks

  • Built on an expired domain; while not a risk if done well, it does need to go through more due diligence

Easy Wins

  • Reorganize with a freemium model for existing digital products to capture email subscribers
  • Add more affiliate content (buying guides)
  • Optimize content for featured snippets (for keywords ranking in the top 3 positions, the site is on a featured snippet for 39% of keywords)

Takeaway

This website is in the DIY niche. The content on this site is solid with unique photos and processes outlined by the current writer. The site was built on an expired domain, however, from my review, the site was rebuilt properly and with excellent topical relevancy.

Easy wins will be to add more affiliate content as there are minimal buying guides. The site has excellent authority to rank for many commercial keywords; make sure you are targeting keywords in the same categories the site does well in.

Compared to the first site reviewed above, this one has a better history, more stable traffic/revenue, and more easy win potential.

Valuation:

The site is valued at $167,391, representing a 47X multiple of the last 12 months’ profit of $3,529. As mentioned above, this is the more stable of the two sites reviewed this week. The brokerage also recognized this and valued this site with a higher valuation.

If you are interested in this site, the range of 40-42X is fair.



🚀 Off-Market Sites

The Website Flip runs a Facebook group where sellers can list sites for sale. Here is a selection of a few sites:

  1. $3.2K/mo Outdoor Niche Site: 6-month-old site earning $3,222 L3M average via Amazon Associates only. Built on an aged domain. 50K pageviews in the last 30 days. The asking price is $160,000.
  2. $2K/mo Insurance and Finance Niche Site: Site earning $2K per month via Adsense. 63 articles published and approved for Google News. Nearly 30K users in the first half of December.
  3. $150/mo Office Product Niche Site: 2-year-old site earning $150 L6M average via Amazon Associates. 34 articles published.


🚀 Aged & Brandable Domains

Aged domains currently bidding from $255 to $10,099 at the time of writing.

  1. LectLaw.com: A law resource site started in 1996. DR of 68 and ranking for 8,629 keywords in the top 100 positions. Backlinks from Wikipedia, NYTimes, TheGuardian and WashingtonPost. The domain was 301ed to UpCounsel from 2019 to 2022, which may affect its SEO value.
  2. LivingAlongsideWildlife.com: Started in 2011, a personal blog run by a wildlife ecologist focusing on reptiles and snakes. DR of 38 and is ranking for 1,444 KWs with backlinks from BusinessInsider, Huffpost and NationalGeographic.
  3. HeritageHome.com: A furniture manufacturer and reseller started in 2005 with a DR of 30 and ranking for 5 KWs. Backlinks from Crunchbase, Wikipedia and ElleDecor.
  4. ElectronixWarehouse.com: car audio site with a DR of 15 started in 1999. Ranking for 1 KW with backlinks from HowStuffWorks, BodyBuilding and Geocaching.

Branded domains bidding from $83 to $10,099 at the time of writing.

  1. SimpleSolar.com
  2. Destruct.com
  3. TrueLite.com
  4. EnergyRoof.com
  5. GymMate.com
  6. AutoSafety.com
  7. GreenCareer.com



Mushfiqur Sarker

Analyzed by Mushfiq Sarker

Mushfiq has been buying, growing, and selling website assets since 2008. His first exit was in 2010. Since then, he has done 215+ website flips with multiple 6-figure exits. Learn more about Mushfiq.


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