Conserving Link Equity When Purchasing a Domain
-
Suppose you were interested in buying a successful blog with lots of powerful links and they offered to sell you the domain but none of the content. Do you have any tips for conserving the link equity when buying the domain?
(Note: about half of the inbound links are to the homepage and the plan is to relaunch the site with new content.)
-
Redirect the old URLs to similar themed pages or home page to preserve some of the link equity. Think about a user's experience also if they clicked one of the links from those sources.. better to serve them something if it's in your control to keep them happy
-
I couldn't agree with EGOL more. The best option is to place equivalent or higher quality content, discussing the same topic as the previous article on the URL.
However, I think there are some ways to buy yourself some times if you don't have all of the content that you need. This is how I might personally approach it:
- Create "subject buckets" and divide the content into as many buckets as possible. If it's a well structured blog, then Categories and Tags are going to be extremely helpful for this.
- Find the most powerful URL in each bucket and create an extremely high quality (likely lengthy) article on that URL in which you cover as many topics in that bucket as possible. (Also, pay attention to links that are generating a lot...or any...traffic. The URLs that aren't generating traffic have a much lower likelihood of being changed discovered and removed by a webmaster.)
- 301 the other URLS in that bucket to the high quality post until you can get the rest of the content written. In some cases, (and depending on how varied the topics are) this might be more of a permanent solution that will a.) consolidate your link juice and b.) reduce your total page count (good post-panda).
Also keep in mind that rewriting content is going to be much easier (or cheaper in most cases) than having completely original content written. That being said, make sure the writers know they need to make the article "your own". I'd suggest a service called Vappingo. They don't publish their "re-write" rates on the site, but if you contact them they'll definitely help you out. I had them rewrite some sub-par content I purchased and was extremely impressed by the quality...and I'm picky about content quality.)
-
Thanks! Those are very good and helpful suggestions. One reason I'm optimistic is that a lot of the links are from large media companies that linked to the site in articles. As long as I put similar content there I think a good number of the links will remain.
Do you think Google will discredit all previous links if the all the content is deleted? We will be moving to a different hosting company and I am considering to keep the registrar the same company (but different registration information).
-
The content must have been what made this blog successful. That is what attracted the links... so if the content leaves the links will probably evaporate too.
I bought a website that had some great content that was not owned by the person who I bought the site from. I allowed the site to go unchanged until I had enough same-topic content to repopulate those pages (on the same URL) with articles that were just as good or better.
So, if I was buying this site I would do an inventory of inbound links and get to work on content that will fit those URLs. I would try to delay taking possession until I had the new content ready - if possible. If not, I would get short articles up ASAP and improve then quickly.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Backlink Profile: Should I disavow these links? Auto-Generated Links etc
Hello Moz Community, At first I wanted to say that I really like the Q&A section and that I read and learned a lot - and today it is time for my first own question 😉 I checked our backlink-profile these days and I found in my opinion a few bad/spammy links, most of them are auto-generated by pickung up some (meta) information from our webpage. Now my question is if I should dasavow these links over webmasters or if these links shouldn't matter as I guess basically every webpage will be picked up from them. Especially from the perspective that our rankings dropped significantly last weeks, but I am not sure if this can be the real reason. Examples are pages like: https://www.askives.com/ -Auto-Generates for example meta descriptions with links http://www.websitesalike.com/ -find similar websites http://mashrom.ir/ -no idea about this, really crazy Or we are at http://www.europages.com/, which makes sense for me and we get some referral traffic as well, but they auto-generated links from all their TLDs like .gr / .it / .cn etc. -just disavow all other TLDs than .com? Another example would be links from OM services like: seoprofiler.com Moreover we have a lot of links from different HR portals (including really many outdated job postings). Can these links “hurt” as well? Thanks a lot for your help! Greez Heiko
Technical SEO | | _Heiko_0 -
Domain Forwarding / Multiple Domain Names / or Rebuild Blogs on them
I am considering forwarding 3 very aged and valuable domain names to my main site. There were once over 100 blog posts on each blog and each one has a page authority of 45 and domain authority of 37. My question is should i put up three blogs on the domains and link them to my site or should i just forward the domains to my main site? Which will provide me with more value. I have the capability to have some one blog on them every day. However, i do not have access to any of the old blog posts. I guess i could scrape it of archive.org. Any advice would be appreciated. Scott
Technical SEO | | WindshieldGuy-2762210 -
Track outbound links
I would like to track outbound links at http://bit.ly/yYHmbf 1. Shall i add the following code before at the above page What does 100 means in above code ? 2. Then use this for each outgoing link ``` [onClick="recordOutboundLink(this, 'Outbound Links', 'example.com');return false;">](http://www.example.com) ``` [](http://www.example.com) ```[``` http://www.example.com is the outbound link Am i right on both counts ? where should i look for report in GA ? ```](http://www.example.com)
Technical SEO | | seoug_20050 -
Domain Crawl Question
We have our domain hosted by two providers - web.com for the root and godaddy for the subdomain. Why SEOMOZ is not picking up the total pages of the entire domain?
Technical SEO | | AppleCapitalGroup0 -
Exact match domain
Will buying an exact match domain and redirecting it to our main site a good idea, if such a domain is available ? What are the pros and cons ? Are exact match domains still powerful for ranking purpose ?
Technical SEO | | seoug_20050 -
4XX Broken Links
I am attempting to fix the issues SEOmoz found when crawling my site. I have a list of 4XX errors that I am attempting to fix. Basically I know one option is to redirect them to another page, but I would like to have the option to remove the links completely. The only problem is I can not find where the links are located. Does SEOmoz provide where on my site these broken links are? Or do they only provide the url that is linked to?
Technical SEO | | ClaytonKendall0 -
Does the Referral Traffic from a Link Influence the SEO Value of that Link?
If a link exists, and nobody clicks on it, could it still be valuable for SEO? Say I have 1000 links on 500 sites with Domain Authority ranging from 35 to 80. Let's pretend that 900 of those links generate referral traffic. Let's assume that the remaining 100 links are spread between 10 domains of the 500, but nobody ever clicks on them. Are they still valuable? Should an SEO seek to earn more links like those, even though they don't earn referral traffic? Does Google take referral data into account in evaluating links? 5343313-zelda-rogers-albums-zelda-pictures-duh-what-else-would-they-be-picture3672t-link-looks-so-lonely.jpg Sad%20little%20link.jpg
Technical SEO | | glennfriesen1 -
Internal Linking: Site-wide VS Content Links
I just watched this video in which Matt Cutts talks about the ancient 100 links per page limit. I often encounter websites which have massive navigation (elaborate main menu, side bar, footer, superfooter...etc) in addition to content area based links. My question is do you think Google passes votes (PageRank and anchor text) differently from template links such as navigation to the ones in the content area, if so have you done any testing to confirm?
Technical SEO | | Dan-Petrovic0