Deal Flow (Oct 19): 4 Websites, 1 Aged Domain

Mushfiqur Sarker

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This week’s deals feature a site from Empire Flippers in the finance niche, a site from Flippa in the technology niche, and two off-market websites from our Facebook group in the video game and shoe niches. We also cover an aged domain from Odys in the health (keto) niche.

Let’s get into each deal!



Aged Domain: KetoDash.com

Summary

Niche: Keto Diet

Source: Odys Global (see listing here)

Age: 2017 (5 years)

Listed Price: $3,610

AHREFS

keto dash ahrefs

Backlinks: Business Insider, Cleveland.com, Philymag.com, Gold’s Gym, Spoon University and many more.

Site History

This domain was the landing page for a keto diet informational product that sold for $47. The site also had informational guides explaining the keto diet.

This domain stands out because the AHREFs traffic reached a peak of 840,431 in July of 2018. It previously ranked #1 in Google for “keto diet” but lost it during a Google Update around July 2018.

According to ODYS, it still receives around 50 unique visits per day, which is much higher than most aged domains on ODYS.

The domain name is short at just 8 characters with a memorable brand name that includes the main keyword “keto”.

Here’s what the site looked like:

keto dash archive 1

Growth Blueprint

While the popularity of the keto diet has declined from its peak, it is still a very popular topic in Google Search. The diet industry can be lucrative with high-commission affiliate programs.

Here’s what I would do:

  1. Recreate the homepage as a comprehensive guide explaining the keto diet
  2. Add main navigation links that match the original site: keto recipes, keto blog, keto food and shopping list.
  3. Find low-competition keywords that answer questions about the keto diet (e.g., “is green tea keto” has a KD of 2 and volume of 350)
  4. Find low-competition keywords from forums like Reddit about the keto diet (e.g., “does X kick you out of ketosis”)
  5. Look to hire a writer with health qualifications (e.g., a dietician or nurse) to increase the expertise and authority for this site in the health niche

Monetization would be a combination of affiliate programs for keto diet info products and display ads. There are many keto diet courses or programs that you could promote. There are also many affiliate programs available for keto-related products like meal kits and keto foods.


2-Year-Old Finance Site Making $4,137/mo on Empire Flippers

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Summary

Niche: Finance/Budgeting

Source: Empire Flippers (see listing)

Profit: $4,137/mo from Display Ads, Amazon Affiliate, and other affiliates

Asking Price: $148,724 at a 37X multiple using an 8-month average

AHREFS

sbahrefs

Growth Blueprint

Highlights

  • Stable traffic and revenue growth over the last 12 months
  • The content is well-written and researched
  • Solid Google EAT with detailed author box and about page
  • Quality links from sites like TheUrbanList and CleverGirlFinance

Setbacks

  • One article is getting more than 44% of all traffic (L30D)
  • Only 50 articles were published; thus full topic coverage was not done by the current owner
  • Highly dependent on display ads revenue

Easy Wins

  • Creating more content related to buying guides, and individual reviews
  • Adding affiliate links, comparison tables, and call-to-action buttons to existing articles

Takeaway

This website was built from scratch two years ago, and the website is now in a good place with well over 100k visits per month and earning more than $4k per month.

The quality of content is top-notch, and it is evident that the seller spent a lot of time writing these pieces.

Google EAT is vital in this particular niche, as your advice could be impactful to many readers. There is an author box and a decent about page that helps.

The top-performing article is getting almost 45% of all traffic, which is this website’s major setback. Currently, the website relies on display ads as a leading revenue source. So if anything happens to that one article, the revenue will drop. We recommend one article get no more than 15% of total traffic; this is not the case here.

Valuation:

The asking price is $148,724, a 37X multiple on the last 8 months’ profit. A slightly unusual 8-month period is used because the display ads were added 8 months ago, increasing revenue by more than 300% since then. The multiple is low for this broker, but we believe that an experienced buyer could negotiate to a 33X-35X multiple, which is a fair price considering above mentioned traffic diversification setback.


Flippa Site: RouterFreak.com

Hire M&A advisors to do a 22-point analysis of your potential content website acquisition. Hire my team to catch red flags that others miss.

Summary

Niche: Electronics, Networking

Source: Flippa (see listing here)

Revenue: $578/mo from Direct Ads, E-book sales, and Affiliates (view P&L)

AHREFS

rfahrefs

Due Diligence Dashboard

CleanShot 2022 10 18 at

Growth Blueprint

Highlights

  • A 13-year-old website with proven traffic and revenue record
  • Highly specialized evergreen content
  • Mailing list of 8,000 niche-relevant people with a 25% open rate

Setbacks

  • The majority of the revenue comes from direct display ads
  • A downtrend in both traffic and income during the last 12 months
  • Outdated website and content

Easy Wins

  • Add affiliate links to educational content
  • Implement Ezoic display ads which will give an instant $200-300 per month
  • Create a new email marketing campaign promoting existing e-books

Takeaway

RouterFreak is an interesting 13-year-old website in the tech niche currently on the auction with a $12,500 reserve price.

The site operates in a highly technical niche, with content written by professionals. Most revenue comes from direct ads by networking companies like Noction.

With the website comes a mailing list of more than 8,000 people with 25% open rates, which is solid for a more passive type of newsletter.

The website has an outdated design, and some content has become obsolete as networking technology improves over time. Revamping the design and content are easy wins (albeit more mid-term vs short-term easy wins).

There are a couple of short-term easy wins, like adding display ads as an additional revenue source, creating a new mail campaign promoting existing ebooks, and adding affiliate links to educational content.

In the FAQ of the listing, the seller stated that he would get in touch with direct advertisers post-sale so that they would honor their deal. But, as always, be sure to have that written down in a purchase agreement and ensure advertisers will continue.

Valuation:

This is an auction-based site with a reserve price of $12,500. The bidding starts at $8,000 and there were no active bids as of the publication of this post. A price of $12,500 is fair, even if you don’t continue with direct ads as a revenue model.

Ezoic should bring in $200-$300/mo, along with the existing private ads and e-book sales. Assuming around $500/mo as the potential revenue after the short-term easy wins are implemented, the max valuation and price you should pay is $20,000.


🚀 Off-Market Sites in Facebook Group

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

  1. $539/mo Video Game Niche Site: 3-year-old site earning via Ezoic. 53,000 visitors per month.
  2. $265/mo Shoe Niche Site: 2-year-old site earning via Ezoic and Amazon Associates. 86% of traffic from the United States.



Additional Resources

If you are interested in any of the deals this week, go through the specific platforms and contact the sellers. Make sure to perform detailed research and due diligence when acquiring any domains or websites.

Here are resources you should read up on:



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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