When buying a website, it is important to consider how much content is already on the site. Content is one of the key factors that contribute to the success of a website.
There are many reasons why buying a content-rich website, as opposed to starting from scratch, is beneficial.
We asked the guys at the popular marketplace, Flippa, to share their thoughts on the benefits of buying a content-rich website.
Here’s what they had to say.
The first major benefit of buying a content-rich website instead of starting one from scratch is time. It takes a long time to get lots of content written and published, and even longer for that content to generate traffic. With Google’s sandbox feature one can wait many months before a new website is indexed and starts ranking. Buying a content website allows one to leap frog any Sandbox issues and start building on a foundation that already has traffic.
Google loves good content. It is very likely that if you buy a content-rich website, it is already getting search traffic. This is especially true for websites that have lots of keyword-focused content. To check this always make sure you get access to a website’s Google Analytics data, which will tell you everything about the sources of a website’s traffic and its best ranking pages.
Top Tip: Buying a website with evergreen content (i.e. the content doesn’t need to be updated frequently), offers the best return on investment.
Buying a content website that already has valuable and rich content will mean that visitor engagement is likely already high. You can check engagement via Google Analytics. Two metrics to focus on are Bounce Rate (i.e. the % of people who hit a page and bounce back to the search results immediately), and Number of Pages / Visitor. The lower the bounce rate and the higher the number of pages / visitor, the better the engagement. Sites with higher engagement generally perform better in the search engines and achieve better conversions, which brings us onto the next benefit.
Content rich websites generally target high intent keywords (i.e. by definition of the keyword we know the visitor’s intent) and this in turn increases the propensity of visitors to convert to customers. Buying a site that already ranks for high intent keywords is a sure-fire way to work out how one can serve one’s visitors better and monetise a website. To check if a website has high intent keywords just jump into Google Console or a third party tool like Ahrefs, where you can see all the search terms a website ranks for and work out intent from there.
Top Tip: Website with commercial intent keywords (i.e. keywords that suggest a commercial intent to make a purchase) are great websites to buy.
People share and link to great content. This means great content can drive social media activity and traffic, as well as increase chances of getting natural links (which are critical for ranking in the search engines). Buying a website that already has great content means that social signals and the existing link profile of the website is likely already good. You can check this though on tools like SEMRush and Ahrefs, which will show a website’s social shares and links.
Content rich sites often have higher domain authority (a measure of how authoritative Google thinks a site is). This provides a competitive advantage in the search engines. It takes long time to build a website’s authority. Buying a site that already has high domain authority provides a huge benefit in terms of scaling out. New content that is published on a site with authority usually ranks a lot faster than content posted to a website with weak or no authority. You can use tools like Moz or Ahrefs to check a website’s authority.
If the website you’re looking to buy relies on advertising revenue then deeper, better content can drive up advertising revenue. This is because long form content can feature more ads and visitors spend more time browsing websites that are content-rich – i.e. more page views + more ads = higher RPM (revenue per 1000 impressions).
Great content can differentiate a site from competitors and create a moat that is difficult for competitors to scale. There are literally 100s of millions of websites on the internet, and everyone is competing to get traffic from search engines, social media sites and elsewhere. Buying a website that already has good content and is getting traffic is the fastest way to get in-front of the competition.
Multiples for content websites are roughly 20-40x the monthly profit. However as more people enter the website investing space, multiples are likely to increase. Websites with great content that drive predictable and targeted search traffic achieve higher multiples. This means if you buy a website today and work on it to improve and add more content, it is likely that the asset will increase in value over time.
If you are considering buying a content website head over to the Flippa marketplace to browse their available listings.
Marc is the Co-Founder and Managing Director at Contentellect. Marc manages our growing team of project managers, writers and clients.