The Ultimate SOP for Checking a Domain Before Buying

In the digital age, purchasing a domain name is often the first step in establishing an online presence. Whether you’re starting a new business, launching a personal blog, or expanding your existing brand, the domain you choose can significantly impact your success. However, not all domains are created equal, especially when considering expired or pre-owned domains.

To ensure you’re making a wise investment, it’s crucial to follow a standard operating procedure (SOP) for thoroughly checking a domain before buying. This comprehensive guide will walk you through the essential steps to evaluate a domain’s potential and avoid common pitfalls.

Before diving into deeper analysis, confirm that the domain you’re interested in is actually available for purchase. Use a reputable domain registrar or WHOIS lookup tool to check the domain’s current registration status. Look for information such as:

• Current owner
• Registration and expiration dates
• Registrar information

If the domain is expired but not yet available, research the registrar’s policies on expired domains to understand when it might become available for purchase.

Define Your Domain Requirements

Before you begin searching for a domain, outline your requirements and objectives. Consider the following:

• Relevance: Ensure the domain name is relevant to your niche or business.
• Brandability: Choose a domain that is easy to remember, spell, and pronounce.
• SEO Potential: Look for domains with keywords related to your business.
• Length: Shorter domains are generally more valuable and easier to remember.

Domain Search

Start your search by using domain registration platforms like GoDaddy, Namecheap, or Domain.com. These platforms will show you if the domain is available or if it’s expired and can be purchased from a third party.

Check Domain History

Investigate the domain’s history to understand its past use and performance. Use tools like Wayback Machine and DomainTools to view historical snapshots and records. Look for:

• Previous Content: Identify the type of content previously hosted on the domain.
• Reputation: Check for any negative associations or controversies linked to the domain.
• Consistency: Ensure the domain hasn’t changed ownership frequently, which might indicate issues.

Analyze Domain Authority and SEO Metrics

Evaluate the domain’s authority and SEO potential using tools like Moz, Ahrefs, or SEMrush. Focus on the following metrics:

• Domain Authority (DA): A higher DA indicates better potential for ranking well in search engines.
• Page Authority (PA): Check the authority of individual pages if the domain has existing content.
• Backlink Profile: Analyze the quantity and quality of backlinks. Look for high-quality, relevant backlinks from reputable sites.
• Trust Flow and Citation Flow: These metrics, provided by Majestic, help determine the trustworthiness and influence of the domain.
• Organic Traffic – Look for consistent, organic traffic over time. Be worried of sudden drops, which could indicate penalties or algorithm impacts
• Check Referring Domains: A higher number of unique referring domains is generally better. Evaluate the authority and relevance of these referring domains.

Check for Google Penalties and Bans

Ensure the domain is not penalized or banned by Google. Use tools like the Google Banned Checker and AdSense Sandbox Checker:

• Google Banned Checker: This tool helps you determine if the domain is banned from Google’s search index.
• AdSense Sandbox Checker: Enter the domain’s URL to see if it can display Google AdSense ads. If it’s banned, it won’t display ads.

Review Content and Spam History

Examine the domain for any past spam activities. Use the Wayback Machine and other archive tools to review historical content. Look for:

• Spammy Content: Identify any content that might be considered spam or low-quality.
• Unsafe Materials: Check for unsafe advertisements, videos, or links.
• Plagiarized Content: Ensure the previous content was original and not copied from other sources.

Verify Domain Metrics: DA and PA

Use Moz Open Site Explorer or similar tools to verify the Domain Authority (DA) and Page Authority (PA). These metrics are crucial for assessing the domain’s potential:

• DA and PA Scores: Higher scores indicate better performance potential in search engines.
• Backlink Quality: Examine the sources and quality of backlinks contributing to the DA and PA scores.

Assess Domain Traffic

Evaluate the domain’s past and current traffic using tools like SEMrush and Ahrefs:

• Traffic Trends: Look for consistent traffic trends over time.
• Organic Traffic: Check the volume of organic traffic the domain has received.
• Traffic Sources: Identify the primary sources of traffic, such as search engines, direct visits, or referrals.

Conduct a Trademark Search

Avoid legal issues by conducting a thorough trademark search. Use resources like the United States Patent and Trademark Office (USPTO) database or similar national trademark registries to ensure the domain doesn’t infringe on any trademarks. Consider consulting with a legal professional for additional assurance.

Check Social Media Availability

Ensure the domain name is available on major social media platforms. Consistent branding across your domain and social media handles enhances your online presence and brand recognition.

Evaluate Current and Potential Value:

Consider the domain’s value proposition:

a) Current Market Value:

• Use domain appraisal tools or consult with domain brokers to estimate the domain’s worth

b) Future Potential:

• Consider how the domain aligns with your long-term goals and industry trends

c) Development Costs:

• Factor in any additional costs for developing or redirecting the domain

Evaluate the Domain’s Sales History

Check the domain’s sales history to understand its market value and previous ownership. Use platforms like Flippa and NameBio for this purpose. Consider:

• Sale Prices: Look at previous sale prices to gauge the domain’s market value.
• Ownership Duration: Domains held for longer periods might have more stable value.

Inspect the Domain’s Technical Aspects

Ensure the domain meets technical requirements. Use tools like DNSstuff and MXToolbox to check:

• DNS Configuration: Verify proper DNS setup.
• MX Records: Check for email functionality and spam issues.
• SSL Certificates: Ensure the domain can support SSL certificates for secure connections.

Negotiate and Purchase

Once you’ve thoroughly vetted the domain, proceed with negotiations if necessary. Contact the seller directly or use a domain marketplace for the transaction. Ensure all agreements are clear and documented.

1. Legal and Financial Due Diligence:

Before finalizing the purchase:

a) Verify Seller Legitimacy:

• Ensure you’re dealing with the actual owner or an authorized reseller

b) Review Sales Agreement:

• Carefully read and understand all terms of the sale

c) Secure Payment Method:

• Use secure, traceable payment methods and consider escrow services for high-value domains

Post-Purchase Steps

After acquiring the domain, follow these steps:

• Transfer the Domain: Move the domain to your preferred registrar.
• Update Nameservers: Point the domain to your hosting provider.
• Renew Registration: Extend the registration period to secure your ownership.
• Backup Existing Content: If the domain has existing content, create a backup.
• Implement SEO Strategy: Develop and implement an SEO strategy to maximize the domain’s potential.
• Monitor Performance: Track the domain’s performance and adjust your strategy as needed.

Conclusion

Following this comprehensive SOP for checking a domain before buying will help you make an informed decision and avoid potential pitfalls. Remember, a thorough evaluation takes time but is well worth the effort to ensure you’re investing in a valuable digital asset.

By carefully assessing a domain’s history, authority, backlink profile, and legal standing, you’ll be well-positioned to leverage its strengths and mitigate any risks.

Whether you’re buying an expired domain or a pre-owned one, this systematic approach will give you the confidence to make a smart purchase that aligns with your online goals.