page title icon Authority Business Blueprints: Week 2 (12/18/2020)

Welcome to Week 1! Today’s Authority Business Blueprints will feature a hand-picked website from Flippa, and domains from SEO Domain Names and ODYS.

Let’s get into the growth blueprints!

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Blueprint #1: PetalAndPost.com

Type: Expired domain

Niche: Luxury Beauty

Source: SeoDN.com

Age: 7 years

Listed Price: $329

AHREFS:

Backlinks: Backlinks from NewsWire Canada, Minted, Brit, Klaviyo, and 102 other referring domains.

Site History:

Petal & Post was a luxury beauty e-commerce store. They sold the world’s finest organic, natural, and ethically crafted beauty products.

Here is a snapshot of the past site:

Growth Blueprint

This domain is well-positioned to be an authority website about luxury beauty products.

This is what I would do:

  • Write buying guides on luxury beauty products (e.g., best eye cream)
  • Write individual product reviews
  • Write informative content about luxury beauty products
  • With traffic, luxury brands will reach out for collaborations. You can charge them for promotions.
  • Build a newsletter sharing details on beauty products. There is a rabid following in this niche.

Monetization can easily happy with Amazon Associates. The commission structure is 10% for luxury beauty products. See commission chart below:

Also, MANY brands pay large commissions on their products. For example, MAC, Sephora, Ulta, and many more. Here is a good list of all the affiliate programs.

In general, there are many avenues to monetize in this niche.


Blueprint #4: GrassOrganic.com

Type: Expired domain

Niche: Food, Healthy eating

Source: ODYS.global

Age: 2002 (18 years old)

Listed Price: $1,290

AHREFS:

Backlinks: Notable backlinks from Tennessee government website, Nashville Scene, Love To Know, and 101 other referring domains.

Site History:

This domain was home to a Tennessee organic farm called, West Wind Farms. They used to sell the best certificate organic and grass-fed meats, and other artisan foods.

Here is a snapshot of the past site:

Growth Blueprint:

This would make for an excellent authority site around organic farming, organic lifestyle, and organic foods.

Here is what I would do:

  • Informative articles on how to buy organic meats, what to look out for, and where to buy
  • Informative articles on living an organic lifestyle day-to-day
  • Buying guides and product reviews of organic household, gardening, lifestyle products
  • Focus on Pinterest traffic as well. It’s a great niche for that platform.

Monetization can be easily done with Amazon Associates, but I recommend also integrating Clickbank informational products and ShareASale network of brands. Also, the niche will have a significant amount of informative content so monetizing with display advertisement networks is key.

Check out on ODYS


Blueprint #3: MyPerkyPet.com

Type: Existing content site

Niche: Pet

Source: Flippa (see listing)

Revenue: $168/month over last 6-months via Amazon Associates

AHREFS:

Google Analytics traffic:

Growth Blueprint

Pros:

  • Minimal to no impact by December Google Core update
  • Diversified traffic to many different pages
  • Lower competition topics in Pet niched (compared to dog/cat articles)
  • Well-designed site

Cons:

  • The website lacks Google EAT

Here are my recommend easy wins with this site:

  1. Immediately add display ads (e.g., Ezoic). This will immediately add at least $250-$300 per month to revenue with minimal impact to affiliate commissions.
  2. Product images in Comparison Tables are not linked to Amazon. This easy fix will lead to increased revenue.
  3. Remove Featured Image and social media share links on all articles. These are distractions.
  4. Add affiliate links within the content
  5. Test Chewy affiliate program for further revenue
  6. Focus on growing Pinterest traffic. The profile has been neglected (see here).
These are the type of easy wins I cover in my battle-tested database over at EasyWins.io. Check out 100+ more strategies.

Takeaways

This site would be a good pick up for someone interested in building out an authority site in the small pet niche. The website has excellent backlinks from Wikipedia, Business Insider, Yahoo News, USA Today, among a few other quality websites.

The website has been around since 2017 and has survived Google updates. However, Amazon’s commission cuts in April impacted the site’s revenue streams severely; no fault of the site.

The December Google Update’s impact can be visualized by comparing weekly organic traffic. See below:

Dec 7th-13th (Google Update period) vs. Nov 16th-22nd (a random week before Black Friday)

The decrease in traffic is too small to be correlated strongly to the December update.

For revenue growth, the new owner can add different revenue streams to the site. For example, test Chewy.com’s affiliate network, develop digital products (e-books) and definitely add display advertisements.

What would I pay?

The current revenue stream of $168/mo over the last 6-months at a fair 32 times monthly multiple puts the valuation at $5,376. With my experience in Flippa auctions, this site will sell for more than that.

By adding display ads though, you can add $250-300/mo average. At a 32X valuation on this additional upside, this equates to at least $8,000 additional valuation. Therefore, you could pay anywhere between $5,376 to $13,376. I would pay up to $10,000.

Note: Paying for upside upfront is frowned upon. However, sometimes to win the quality sites, you have to do that. I purchased a site at a 75X valuation to get the deal.

Overall, I like niche topics that are evergreen like this one. Take a look and let me know if questions.


Wrap Up

I’ll leave you with a quote:

Perfection consists not in doing extraordinary things, but in doing ordinary things extraordinarily well

Angelique Arnauld

This quote truly captures website investing. We are not doing extraordinary things; it’s about executing perfectly on our website portfolio daily. Only then will the asset grow.

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.




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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