Investing In Existing Websites: Growth and Failure Rates Three Years After The Auction

Several years ago, we completed a website revenue study focusing on small websites. The goal of this study was to understand how much a typical site should make. We accomplished this by looking at 100 websites listed for public auction at a major site. We recently ran an update on this study to understand how the sites were doing today.

This update measured two things:

  • What % of the sites were still online and indexed by Google?
  • Has the site gotten better or worse since the sale (using competitor analysis tools)?

Of our original 100 sites, 93 were in a position to be effectively tracked using 3rd party competitive research tools such as SEMrush. The remaining sites got a hall pass; these had been executed as confidential sales (no site name), where we vetted the site anonymously and were unable to find them for a follow-up. Since a basic due diligence review was run on every site included in the study, we are comfortable that each of the sites was operating as a legitimate business at the time of the sale – although many were “window dressing” from a SEO and traffic generation perspective to boost their statistics.

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