The important factors that should be considered include Content and Audience Alignment, Authority and Trustworthiness, Traffic and Engagement, Reputation and Reviews, and the Backlink Profile, based on which we should try to evaluate the Long-Term Value.
To achieve this, I would advise to create a comparative Excel table with the following sections, checking for their existence or assigning scores to each of them:
- Relevance Assessment:
- Content Alignment:
- Does the website’s content align with our niche or industry?
- How closely does the content relate to our product, service, or message?
- Audience Relevance:
- Is the website’s audience demographic similar to our target market?
- How likely is the audience to find our content valuable or relevant?
- Brand Alignment:
- How well does the website’s brand image align with ours?
- Is there potential for a mutually beneficial partnership or collaboration?
- Quality Evaluation:
- Authority and Trustworthiness based on Credibility Indicators
- What is the website’s Domain Authority (Domain Rating) score?
- Poor Design Quality
- User Experience Issues
- Overwhelming Advertisements
- Intrusive or Misleading Ads
- Anonymous or Generic Author Profiles
- Lack of Expertise by Authors
- Lack of Contact Information
- Generic or Missing Contact Details
- Inconsistent or Hidden Location Information
- Offshore Locations
- Lack of SSL Certificate (Not using HTTPS)
- Spelling and Grammar Errors
- Lack of Fact-checking or Cited Sources
- Slow Loading Speed
- Poor Mobile Optimization
- Lack of Testimonials or Reviews
- Inactive or Low Social Media Presence
- Unclear Privacy Policy and Terms of Service
- Complex or Confusing URL Structure
- Evidence of Malicious Behaviour (Malware, Phishing, Spammy Redirects)
The list above can vary and good referencing points are the Google’s Spam Policies Information and Google’s search quality raters’ guidelines.
- Traffic and Engagement:
- User Engagement:
- Comments (existence, number)
- Social shares (likes, shares, retweets) visible on the website
- Number of active members or participants in discussions or forums
- Response rates to polls or surveys
- Traffic Metrics:
- What is the estimated site traffic?
- How does the traffic trend over time (increasing, stable, or declining)?
- Reputation and Reviews:
- User Reviews:
- Are there reviews of the website?
- What is the sentiment surrounding them?
- Reputation Among Peers:
- Are there mentions of the website in industry forums, discussions or conferences?
- What is the website’s reputation within its industry?
- Backlink Potential:
- Existing Backlinks:
- Does the website have links to other reputable sources?
- Are there any existing backlinks pointing to the website from authoritative sources?
- Link Profile:
- What is the overall quality of the website’s backlink profile?
- Diversity of referring domains
- Authority of inbound links
- Relevance of linking domains to the website’s content
- Anchor text diversity
- Naturalness of link acquisition
- Trustworthiness of linking domains
- Recency of backlinks
- Consistency of backlink growth or decline
- Are there any red flags or indications of manipulative linking practices?
- High number of low-quality or spammy backlinks
- Links from unrelated or irrelevant websites
- Overuse of exact-match anchor text
- Links from private blog networks (PBNs)
- Paid or sponsored links that violate search engine guidelines
- Reciprocal link schemes
- Links from link farms or directories with little editorial control
- Sudden spikes in backlink acquisition without corresponding content or site improvements
- What is the overall quality of the website’s backlink profile?
Marin Popov – SEO Consultant with over 15 years of experience in the digital marketing industry. SEO Expert with exceptional analytical skills for interpreting data and making strategic decisions. Proven track record of delivering exceptional results for clients across diverse industries.
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