How to audit a website to buy - example
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https://bettingsites.ltd.uk/
CMS : CodeIgniter
First seen on archive.org : 2017
Language : English
Traffic :
18,5K/month + 4K keywords (94% traffic from the UK – 17,5K) (no data found on Similarweb)
Traffic has increased quite a lot since the update, going from +/- 11.5K a month to 18K a month
Traffic has increased a lot since November 2019 (and the number of ranking KWs as well)Traffic mainly comes from generic keywords, as it ranks really well on « Betting sites » (#1), « Betting sites UK » (#2), « Best betting sites UK » (#2) etc.
Targets the Welcome offer-related KW (sign-up offer, new customer offer, free bets etc) but no « promo code » KW. Also targets the review KWs.
Links :
163 live, DoFollow referring domains – a lot of good, HP backlinks coming from football-related websitesOverall quality of the links is very good, but the anchors are VERY optimised
Content :
908 indexed pages, using the « site: » command
Published content type :
– Betting sites review (two types : written by them or written by customers. They also cover the news related to a specific betting site/bookmaker)
– Bookmaker review (Coral, Ladbrokes, William Hill…) They also very briefly cover some football games, but very minimalistic (ex : https://bettingsites.ltd.uk/betting-events/hibernian-v-motherwell-2020-08-15) They already have affiliate links ! (so they know the value of their website)
My opinion :
Traffic went up during the last three months -> very good sign, means the website is saneVery good BLs, a legitimate link building strategy with HP links coming from football-related websites. Overall, a very good SEO strategyThey are one the best ranking websites in the UK for generic keywords (« betting sites » etc)
I think it could be a good website to buy, BUT since they rank so well in the UK, and does a decent traffic, it might be a bit pricey. Also, their anchor strategy seems very risky, but yet, effective (as they went up after the May update..). Still, it’s not a really safe long-term anchor strategy
I think it’d be a really good website to acquire if we want to rank on generic KWs in the UK