Buying an Existing Domain Name? Here’s 5 Things to Look For
What’s in this article
- Buying an existing domain can benefit your SEO if it has relevant backlinks and history, but it needs careful evaluation.
- Check if the domain is blacklisted to avoid issues like malware history or email/server bans.
- Review Google Analytics/Search Console data to uncover any past penalties or problems.
- Inspect the domain’s internal and external link profile to assess link quality and SEO value.
- Evaluate the domain’s authority to understand its strength and ranking potential.
Whether you’re launching a brand new business or seeking to enjoy the benefits of having an established domain’s backlinks redirected to your new website, buying an existing domain name can be a powerful way to energise your SEO strategies, particularly if the domain contains a sizeable amount of lucrative backlinks that are relevant to your target industry.
However, before taking the plunge and making the decision to purchase a second hand domain, it’s essential that the domain is thoroughly investigated to ensure that there are no undesirable links attached to it and no underlying issues associated with it, that could do irreparable damage to your fledging business.
The following is a list of 5 things that should be examined before you consider to purchase an existing domain.
1) Is the domain blacklisted?
A domain that is blacklisted due to malware infection or from a past history of sending excessive email spam, will also likely have its mail server on a ban list as well. There are a number of sites available that allow you to check the current health status of a given domain, including this one.
2) Google Analytics
Inspecting the domain with Google Search Console enables you to obtain a detailed look at the anatomy of the website, including notifications of any serious problems that may be compromising its security as well as any manual action penalties imposed on the domain.
Similarly, Bing Webmaster Tools can also be used to determine if the domain has any malignant issues. In particular, the malware, phishing and ‘track certificates’ tabs under the security heading, provide vital information.
3) Google Search Console (previously Webmaster Tools)
Inspecting the domain with Google Search Console enables you to obtain a detailed look at the anatomy of the website, including notifications of any serious problems that may be compromising its security as well as any manual action penalties imposed on the domain.
Similarly, Bing Webmaster Tools can also be used to determine if the domain has any malignant issues. In particular, the malware, phishing and ‘track certificates’ tabs under the security heading, provide vital information.
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4) Site Links (Internal & External)
With a site’s link profile now as important as ever for SEO purposes, it’s crucial that the domain you’re considering to purchase does not contain an inordinate number of poor quality links directed to it. On the contrary, the domain should ideally have a considerable quantity of prominent backlinks from reputable sources that are all relevant to your sector.
There are many ways for you to inspect the link profile of a given domain. One such method is using Google Search Console, accessed under Search Traffic > Links to Your Site. To obtain a more comprehensive assessment of a domain’s links however, a third party premium option will generally need to be used. This will provide you with a far greater insight into the overall quality of the links and value for SEO purposes.
5) Domain Authority
Domain Authority (DA) is the measure of a domain’s influence and is composed of three primary elements; popularity, age and size. The DA value is represented by a score out of 100, where 0 is a brand new website and 100 is a true behemoth of immeasurable power. So why does DA matter for SEO? The number itself is a composite value that illustrates the ability of a website to rank in organic search. The higher a domain’s DA, the better it is for SEO.
FAQs
Why would buying an existing domain name benefit a business's SEO?
An existing domain can carry established backlinks and history that boost SEO from day one, particularly if those backlinks come from reputable sources relevant to the target industry. This gives a new business a head start compared to building authority from scratch on a brand new domain. That said, the benefit only holds if the domain is thoroughly vetted beforehand, since inherited backlinks or history can just as easily work against a business if the previous owner engaged in questionable practices. Careful evaluation determines whether a domain purchase strengthens or undermines SEO goals.
How can you check if a domain is blacklisted before buying it?
A domain affected by malware infections or a history of excessive spam is likely to have its mail server placed on a ban list as well, which can affect email deliverability long after purchase. Several online tools allow buyers to check a domain’s current health status before committing to a purchase, flagging any blacklisting issues tied to its history. Skipping this step risks inheriting problems that take significant time and effort to resolve, including damaged sender reputation and search engine distrust carried over from the previous owner’s activity.
What should you look for in Google Search Console before purchasing a domain?
Google Search Console offers a detailed look at a domain’s history, including any manual action penalties or security issues that may still be affecting it. Bing Webmaster Tools serves a similar purpose, with the malware, phishing, and ‘track certificates’ tabs under the security heading providing vital information about a domain’s past. Reviewing both before purchase helps surface problems that wouldn’t be obvious from simply browsing the live site, giving buyers a clearer picture of whether the domain carries any unresolved penalties or risks worth factoring into the decision.
Why does a domain's link profile matter when buying it?
A domain’s link profile, covering both internal and external links, plays a significant role in its ongoing SEO value, so it’s worth checking before purchase. Ideally, the domain should have a solid quantity of backlinks from reputable, industry-relevant sources rather than a flood of poor quality or spammy links. Google Search Console offers basic insight into this through its Links to Your Site section, though third-party premium tools generally provide a far more comprehensive read on link quality. A domain loaded with low-value links can drag down SEO rather than support it.
What is Domain Authority and why does it matter when buying a domain?
Domain Authority is a score out of 100 that reflects a domain’s overall influence, based on factors including its popularity, age, and size. A brand new domain starts near zero, while an established, high-performing domain can sit much closer to 100. This figure matters because it reflects how well a domain is positioned to rank in organic search results, with a higher score generally indicating stronger ranking potential. Checking Domain Authority before purchase gives buyers a quick gauge of how much existing SEO strength they’d actually be acquiring.
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