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What are the most important statistics to look at when purchasing a website?
What should I pay most attention to? Age of the site? Pageviews? Pagerank? Unique Visitors?
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2 Answers
In addition to those you way want to look at "time on site" New vs return visitors, and % of new vistors converting to an email capture.
It depends on why you are purchasing the site.
Revenue: Above all else, this is generally the biggest factor
Traffic: Where is the traffic coming from? What component of the traffic is driving the key metrics of the site? 100k visits from Twitter are usually a lot less valuable than 100 search engine referrals. How defensible is the traffic?
Domain age: If search effects your business, this is worth paying a premium for.
PageRank: Green pixel fairy dust. Doesn't really mean anything. You'd be better off looking at search engine referrals in the analytics as a vital indicator.
Pageviews: Depends on the business model
Unique Visitors: Depends on the business model. Some sites need more churn.
Inbound links: Besides being the primary driver of search, understand how integrated your site is into its community.
But, generally, most websites sell on a model based off of trailing revenue.
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