The strategy of purchasing existing websites with strong search rankings for SEO purposes provides an opportunity to boost one's site in the results pages at Google and beyond.
Without a top five organic placement in search results for a desired keyword phrase, webmasters face the likelihood of little traffic and minimal if any returns on their investments. Climbing the rankings sometimes requires more effort than the usual tactics deliver.
The SMX Advanced panel on Buying Sites for SEO discussed some of the attendant issues around such purchases. Gab Goldenberg of Todd Malicoat of Stuntdubl advised would-be site buyers to contact owners of desirable sites with brief, credible offers. Expect some owners to ignore the request, though.
Gaining the best deal means understanding the potential of a given site. Malicoat said you will have to spend some extra cash to acquire a particularly desirable domain.
Purchasers need to consider other factors, like the age of the domain, existing links, theme, traffic, and revenue. These give a better picture of how the acquisition will boost the site it ultimately links to for SEO purposes.
In closing, keep in mind this advice from the panel when buying a site. Don't make changes to the whois records, hosting service, and content all at once. Doing so likely attracts the attention of search engines, who could impose a harsh change in the value of that acquired site.
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