Why You Should Consider Buying an Aged Domain

May 30, 2014

Buying an expired domain makes sense for digital marketers for a number of reasons but as with any investment, you need to do your own due diligence.

    aged domain registration
  • If your business model includes website flipping, your site can command a higher price if it’s built around an aged domain. The search engines appear to favor older domains over newer ones, and a seasoned domain makes your website that much more attractive to prospective buyers.
  • If you’re launching a business website with a brand new domain, it may take a few months before Google pays much attention, depending in part on the competitiveness of your niche. This is called the ‘sandbox penalty’ and if it happens to you, you’ll just have to be patient. Building on an existing aged domain will keep you out of the sandbox, and can help get your new website up and running quickly.
  • Aged domains are frequently used to boost SEO campaigns, especially domains that contain backlinks. Assuming the domain and backlinks are related to your niche, your primary website can benefit from this additional link juice when you build links from an aged domain.

How to Evaluate an Aged Domain

There are three primary factors for determining the value of an aged domain that you need to consider carefully before making an investment.

PageRank gives you a measurement of the quantity of do-follow backlinks pointing to your domain; do-follow links are the only type of link that will directly benefit your SEO efforts. A PR3 domain is considered good, and anything higher is a real treasure. This important analytic is available directly from Google.

  • It is possible to fake a PageRank by creating a 301 redirect from another domain with a high PageRank to the domain being sold. Once the unscrupulous seller has your money, the redirect is removed and you’re stuck with a PR0 domain.
  • You can protect yourself by going to bagics.com and using their free tool to determine if the PageRank of the domain you’re considering is real or has been faked.

aged domain links

Trust Flow is a metric from Majestic SEO that measures the quality of the backlinks pointing to a site in addition to providing you with an idea of the trustworthiness of a domain.

  • Look for aged domains with a trust flow of 20 or greater.
  • Citation flow measures the quantity of backlinks and is similar to Google’s PageRank. When you combine trust flow with citation flow you get an idea of how trustworthy the domain is. Look for a trust flow > citation flow ratio of 1 or lower; spammy sites that have used unnatural backlinking techniques tend to have a much higher ratio and should be avoided.

Domain Authority from the MOZ website provides you with an idea of how a domain will rank in the search results.

  • If you plan on building your website on an aged domain, domain authority is probably the most important metric to consider.
  • Look for domains with a domain authority of 20 or above.