page title icon Authority Business Blueprints – Apr 12 – Week 18

Welcome to Week 18! Today’s Authority Business Blueprints will feature an off-market deal (removed due to Google update), sites from Flippa, and domains from Niche Website Builders and ODYS.

Let’s get into the growth blueprints!

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Deal #1: 1****Warriors.com –> Google Update

I had a blueprint written up for an off-market deal that was growing month-over-month and earning $1,596 last 6-month average. It was a great site with instant equity after purchase for the new buyer.

However, the listing was removed. Google launched their new Product Review update (read about it here). This supposedly punishes sites with rehashed review content. In short, if you do not touch the product for a review, essentially you may be penalized by this update.

The seller of this deal notified that his site was hit. See the screenshot of the traffic drop:

Screen Shot 2021 04 11 at 11 16 25 AM

Buying and selling websites never is boring. Now when performing due diligence, we have to be wary of Google’s past May 2020, and December 2020 updates, and now the Google Product Review update, and the future Core Web Vitals update.


Blueprint #2: SoulOfTheGarden.com

Type: Aged domain

Niche: Gardening

Source: ODYS.Global

Age: 1999 (22 years old)

Listed Price: $4,230

AHREFS:

Screen Shot 2021 04 07 at 11.55.28 AM

Backlinks: This domain has notable backlinks from Texas Hill Country, Orion Magazine, Thrillist, Plymouth State University, Bowdoin.edu, and more.

Site History:

The site was run by a guy named Tom Spencer who had a love for gardening. He wrote about the deep spiritual effects that emerge through the gardening life while sharing inspirational quotes and photography of beautiful gardens.

Tom also hosted a Television program called Central Texas Gardener for KLRU in Austin, Texas. He also had a radio program called The Wildflower Hour.

Here is a snapshot of the past site:

Screen Shot 2021 04 07 at 12.06.06 PM

Growth Blueprint

The garden niche in my opinion is a topic that has endless keyword possibilities and monetization opportunities. The only downside is seasonality. However, this can be mitigated with content on aquaponics, hydroponics, indoor gardening, apartment gardening, etc.

This domain would be a great foundation for a gardening authority site. Initially on the site, I would focus on adding informational content, and then add in affiliate buying guides over time.

This niche would be good to introduce digital products in as the visitors are always looking for ways to improve their tactics.


Blueprint #3: Koi-Care.com

Type: Content Site

Niche: Fish

Source: Flippa (see listing here)

Revenue: $157/mo via Clickbank product, dropshipping, Amazon Affiliate, and Ezoic ads

AHREFS:

Screen Shot 2021 04 09 at 5.16.17 PM

Growth Blueprint

Highlights:

  • Aged website since September 2012
  • High-quality content written by the owner (background in fish biology)
  • Diverse revenue sources
  • Mailing list of 1,300 subscribers
  • Pinterest account drives traffic
  • Excellent backlink profile from relevant sites

Setbacks:

  • Average diversification across top pages; could be better
  • A hyphen in the domain name (not an issue for me but thought I’d point out)
  • Earns via dropship which can be time-consuming if not automated. I would review the P&L and see how much profit comes from dropship and tentatively stop taking orders until site traffic ramps up. Focus on what moves the needle.

Easy wins:

  • Website could use a redesign with a new theme
  • Add new content to the site; no fresh content in a while
  • Adding comparison tables or product boxes on top traffic pages would increase revenue

Takeaway

These are the types of sites I look for: owner has written the content, site is aged, gets some traffic which is undermonetized. The seller has a buy it now of $6,000, this places a 38x multiple on the average earnings of $157.

I would acquire this site at that multiple. This is a niched down site which as a “hobby” type audience willing to pay premiums for excellent products, content, etc. The opportunities here are to develop a digital product to sell to this audience. Email list should also be collected to develop a newsletter around Koi care.

Overall, a great site. Make sure to do your own due diligence.


Blueprint #3: Compounding.Works

Type: Content Site

Niche: Business

Source: Flippa (see listing here)

Revenue: $480/mo via Google Adsense, Amazon Associates, MoneyMade, TradingView, FinViz, guest posting, and a paid newsletter.

AHREFS:

Screen Shot 2021 04 09 at 5.31.17 PM

Growth Blueprint

Highlights:

  • The owner wrote all of the content which is well researched
  • Ranking for highly competitive keywords
  • Excellent backlinks from TradingView, PhysicianOnFire, and more niche relevant blogs

Setbacks:

  • The top page receives 41% of traffic; traffic is not diversified
  • Your Money Your Life (YMYL) niche can be risky
  • Minimal Google EAT. No author profiles.

Easy wins:

  • Site is monetized with Google Adsense. Switching to Ezoic would increase RPMs
  • Redesign with a new WP theme for better UX
  • No call-to-action buttons, or CRO improvements on pages with affiliate links

Takeaway

I was looking into acquiring this site for the sole purpose of a quick flip. The website received ~30,000 pageviews the last 30 days and primarily monetized with Google Adsense. The goal here was to switch over to Mediavine or Ezoic ad networks for a quick bump in RPMs.

The current RPM the site is received (specifically March 2021) was $19.46 RPM, and the owner manually placed Adsense ad blocks. This would definitely increase through an automated display network.

I passed on it due to a few reasons that is not because of the site but more personal criteria. This includes (1) the RPM may double but that’s not enough of a flip value to justify my time, and (2) I do not have capacity to do short term flips right now.

I’ve had discussions with the site owner and he wants $14,000 for a buy it now. This could be an interesting project to grow or even flip.


Wrap Up

If acquiring a site, make sure to take a deep dive into Google Analytics to see if the site was impacted by the recent Google Update. Be aware!

These blueprints lay-out the high-level strategies to accelerate your ROI after the acquisition. Of course, the real effort is putting all of this into practice.

Doing as much due diligence as possible will ensure you hone your skillsets in finding good deals and opportunities in the future.

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Analyzed by Mushfiq S

Mushfiq has been buying, growing, and selling website assets since 2008. His first exit was in 2010. Since then, he has done 175 website flips with multiple 6-figure exits. Learn more about Mushfiq.


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