When prospecting to purchase a new website there are many considerations beyond domain name, such as the content assets, linking assets, and history of the web presence at the domain name. There are also many risks to not conducting a detailed assessment prior to acquiring a site, such as the potential to lose organic traffic after transition or shortly thereafter.

A full due diligence assessment of the prospective web asset is key to ensure that the SEO value is retained throughout the transition of the property and beyond.