page title icon Authority Business Blueprints – Jan 12 – Week 5

Welcome to Week 5! Today’s Authority Business Blueprints will feature a hand-picked two websites from Flippa, and domains from Niche Website Flippers, and ODYS.

Let’s get into the growth blueprints!

Blueprint #1:

Type: Expired domain

Niche: Sports

Source: Niche Website Builders

Age: 2000 (21 years old)

Listed Price:

This is a package deal for the domain, site build, and content:

  • Domain: $1,250
  • Site Build + 100K words of content: $6,495
  • Total: $7,745


Screen Shot 2021 01 10 at 12.54.43 AM

Backlinks: Backlinks from Wikipedia, Vimeo, Orange,,,,, and 96 other referring domains.

Site History:

This was the website for the International Inline Downhill Association (IIDA). This site was set up to assisting the growth and regulation of inline racing.

The IIDA was an officially registered French association created in April 2012 and hosted in Lyon, France.

Here is a snapshot of the past site:

inlinedownhill expired domain

Growth Blueprint

This site would make for an excellent authority site discussing roller skating, rollerblading, skateboarding and snowboarding.

I would do the following:

  • Pick a specific niche first (i.e., roller skating, rollerblading, skateboarding or snowboarding), and create a silo of informational and commercial content
  • Then, slowly expand into the other topics over time
  • Write information articles on how to learn sports, how to compete, tips, and tricks
  • Write product review guides
  • This website would go well with a YouTube channel

This is a low competition niche with three sites that come up in the SERPS which all have lower niche relevancy compared to this domain. They include:

  • RidingBoards: Around 235 pages rated at DR of 24 receiving 25,000 sessions according to AHREFs
  • HeelsideChill: With 135 pages rated at DR 13 with around 12,000 sessions according to AHREFs
  • EliteSkater: A DR 14 domain with 5,000 sessions in AHREFs

In general, these are relatively small sites that can be beat with this domain.

Blueprint #2:

Note: This is a site I’ve done detailed case studies on since August 2020. This website had two investors (including myself), and a full-time operator. We are selling to focus on bigger projects as this was an experiment; read more details here.

Type: Existing content site

Niche: Wellness, lifestyle

Source: Flippa (see listing)

Revenue: $473/month over last 6-months via Amazon Associates, Ezoic, ShareASale, PaleoValley


Screen Shot 2021 01 10 at 12.30.07 AM

Google Analytics traffic:

DAP yearly analytics

P&L Spreadsheet and Revenue Screenshots:

If interested in viewing the raw data of earnings, check out this Dropbox link.

Growth Blueprint


  • Diversified traffic to different pages
  • 4 different revenue sources
  • A good combination of information vs commercial content
  • Comes with digital e-books and checklists that can be sold
  • The Pinterest profile is driving traffic and can be scaled
  • Not impacted by the December Google Core update
  • Highly-optimized site for page speed and on-page SEO
  • Many keywords available to target
  • Niche is MediaVine and AdThrive compatible when traffic minimums are hight


  • Amazon Associates is over 85% of the revenue
  • Many backlinks are blog comments which are weaker than traditional in-content links. Best to subsidize over time with more high-quality niche-relevant backlinks.
  • Website design can be spruced up a bit

Here are my recommend easy wins with this site:

  1. Test essential oil affiliate programs: the site ranks for essential articles (e.g., this one). Many brands pay upwards of 5-10% commissions on sales. This article shares the top oil affiliate programs you can try.
  2. Accept guest posts: You can sell guest posts on the site for $50-$100 per article.
  3. Build backlinks: No backlinks were built for the site post-acquisition
  4. Add Video Ads: Ezoic launched Video Ads so those can be added to increase revenues
  5. Add Table of Contents: we did not add a table of contents to articles. Adding this is an easy way to get more links in the SERPs resulting in more traffic.
  6. Content audit: We did format and structure all content post-acquisition but we did not update old content from 2017. This would give the site a freshness boost from Google if the content was updated.


The website is well-positioned to be grown into a further authority site in the wellness niche. I had aspirations to add more essential oil and alternative product articles.

I would recommend adding silos of different topics and seeing what works, and then doubling down.

Monetization can be improved by adding other programs, but as the traffic ramps up, you can get accepted to Mediavine, which will boost ad revenue significantly.

If you are looking for a technically-sound SEO-focused website generating traffic from both organic and social media, this would be a good site to add to your portfolio.

Blueprint #3:

Note: I was strongly contemplating purchasing this site as soon as I saw it listed. However, I passed because I have too many projects planned for 2021. The site would be a great long-term hold.

Type: Existing content site

Niche: Sports

Source: Flippa (see listing)

Revenue: $93/month over last 6-months via Amazon Associates


Screen Shot 2021 01 10 at 11.48.09 AM

Google Analytics traffic:

airsoftcore google analytics

Growth Blueprint


  • Good backlinks from Wikipedia, Airsoft Canada, CBS, among others
  • Aged domain since 2002, rebuilt from the previous site which was an airsoft forum
  • Ranking for high-competition keywords
  • Many keyword opportunities still available
  • High-paying private affiliate programs paying 5-10% of sales
  • Unimpacted by Google December Core update


  • One article receives more than 20% of traffic
  • Fully dependent on Amazon Associates
  • Dominated by commercial content; informative content must be added

Here are my recommend easy wins with this site:

  1. Immediately add airsoft focused affiliate programs (e.g., Airsoft Station) side-by-side to Amazon: this will increase revenue
  2. Add Table of Contents: Adding this is an easy way to get more links in the SERPs resulting in more traffic
  3. Build backlinks: No backlinks were built recently


I see good potential with this site because the current owner is focusing on only Amazon. However, die-hard fans of this sport purchase products from Airsoft Station, Airgun Depot, Crosman, among others. The commissions range from 5-10% but the cookie window is up to 90 days for some programs.

Most of these products require deep research and thus having a long-term cookie is beneficial; this is not an impulse buy niche.

Looking at the competition, Airsoft Station is the go-to brand. I would immediately add a call-to-action button to this brand alongside Amazon Associates.

Note: below is a screenshot of my outdoor site doing the same with Amazon and another brand. I convert much better since I am giving options.

comparison table with multiple CTA

Also note, there is a 301 redirect in place from a domain, This is a niche-relevant 301 redirect so I do not see any issues with it.

What Would I Pay?

The revenue over the last 6-months was approximately $93. At a typical 32 times monthly average, this puts the site valued at $2,976. The current buy it now listed by the seller is $5,500. However, this was recently changed. I reached out to the seller when the site was first listed and the buy it now was $3,500, which is more reasonable.

Adding the new affiliate programs throughout the high-traffic pages will increase revenue. Conservatively, I anticipate at least an additional $100-$200 per month.

This would be a good site to build into a proper authority site.

Blueprint #4:

Type: Expired domain

Niche: Body, Spa, Health

Source: ODYS Global

Age: 2011 (10 years old)

Listed Price: $1,840


Screen Shot 2021 01 10 at 11.59.51 PM

Backlinks: Backlinks from Inquirer, University of Pennsylvania, CBS, Trip Advisor, Groupon, local news sites in Philadelphia, and 63 other referring domains.

Site History:

This was a site of a spa business located in Chestnut Hill, Pennsylvania. They were in business since 1992. They also created a line of botanical, clinical skin, and body care products. Check out the history of the business here.

Here is a snapshot of the past site:

Screen Shot 2021 01 11 at 12.03.19 AM

Growth Blueprint

This site would make for an excellent site in beauty, spa, and luxury beauty. The domain in the past developed their own products that were FDA approved. This is what I would do with the site:

  • Write informative articles on how-tos, tutorials, guides, etc.
  • Write buying guides for specific products

For products, I would target specific keywords from the luxury beauty category on Amazon, which receives 10% commissions on Amazon. I would also focus on more organic-type products as the demand for those is increasing. See below:

Amazon com Associates Central

Lastly, this niche has many subscription box products that can be promoted. The goal is to get recurring commissions.

Wrap Up

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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