Buying A Blog (My Case Study)

That is the primary in a sequence documenting my journey in shopping for and enhancing a weblog.

The issue I’ve with many digital entrepreneurs is that they present how they become profitable…off of you.

Certain it’s nice to see their weblog revenue experiences, however they’re simply promoting the dream by you actually shopping for the dream they espouse.

As a marketer it’s good, nevertheless it’s somewhat too ‘meta’ and self-serving for my liking. I might slightly see real-world case research unbiased of the very weblog they promote their wares.

Since promoting my weblog Investor Junkie in 2018, I’ve at all times needed to purchase one other weblog.


I needed this for plenty of causes:

  • On the lookout for a problem — I need to repeat my earlier success. I need to show to myself that promoting a weblog for 7-figures wasn’t a one-off fluke. That I nonetheless “bought it”.
  • It’s enjoyable — I need to keep lively within the business. I take pleasure in affiliate marketing online and constructing a enterprise for me is the grownup type of LEGO.
  • Assist others by doing — By creating my very own case-study, I can doc and present how one can repeat what I’ve executed. Which might help enhance the programs and schooling I supply.
  • Generate secure revenue — Whereas I have already got sizable funding belongings, I want to construct out my enterprise. I would like extra of my web value in belongings I’ve direct management.

The first purpose is I’m searching for my cash to work more durable for me. My financial savings accounts are incomes a paltry 0.60% APR. It’s just about assured to lose cash in actual phrases towards inflation. Particularly after the latest 5.4% CPI report.

After promoting my weblog, I need to be certain that my investments sustain or exceed inflation. I don’t should inform you that inflation is at the moment operating rampant and, for my part, isn’t transitory. It can maintain going because the Federal Reserve is boxed right into a nook of how a lot they will increase charges.

Regardless, this leaves me to choose different choices than a financial savings account and financial institution CDs. Gone are the times you may earn 4-5% annual returns on CD accounts.

What Conventional Funding Choices Are Out there?

Investing is about evaluating different choices accessible within the market. Valuations matter quite a bit. The query it’s essential to at all times ask is the place are you able to get the most effective “bang on your buck”?


Traditionally, when one market is pricey one other market is reasonable. Virtually by no means within the historical past of markets have we had asset bubbles in all the main funding choices. This implies within the present panorama it’s slim pickings. Each by way of valuations, and doable future returns.

Let’s speak about three doable choices.

Actual Property

Actual property was once a very good choice till the US authorities put a moratorium on evictions, after which just lately prolonged it.

In my view, being a landlord is manner too dangerous, regulated, and has no personal property recourse. As a landlord, you’re anticipated to in some way pay taxes, mortgages, and utilities whereas your tenant claims hardship and lives actually rent-free. The tales I see from a number of sources are nightmare-inducing.

In in the present day’s market, there’s not sufficient upside with an excessive amount of draw back threat. My opinion on this may increasingly change sooner or later however there are calls from Socialists stating housing is a human proper. That is the place the little man will get crushed with laws and taxes. It’s finest to let the ‘massive guys’ deal with actual property investing.

REITs (Actual Property Funding Trusts) shall be a greater choice going ahead to put money into actual property. Let a big company cope with the complications, and also you get a slice of the returns.

Lastly, I simply exchanged an previous property for a brand new rental/trip property in West Palm Seashore, Florida. Personally, I don’t need to be too heavy into actual property right now. In order that choice is a non-starter for me proper now.


The subsequent choice are bonds. The bond market is overvalued. Whereas it might go decrease (damaging charges anybody?) on the present charges it’s an assured technique to lose cash towards inflation. Like financial savings accounts and CDs, the actual returns of bonds are at the moment damaging. That is in fact not solely with authorities bonds however company, junk, and even munis. It’s a really crowded commerce.

Just like the famed hedge fund supervisor Ray Dalio, I’m not a fan of any fixed-income within the present market and slowly decreasing my publicity. Sure, you’re going to get a return OF your cash, however will you get a return ON your cash? My Magic 8-Balls says, “Outlook not so good”.


Then what in regards to the inventory market? Effectively by most metrics the inventory market is way overvalued. As I write this, the Shiller PE Ratio is at the moment at 38.91. Just one different time in historical past has it been increased and that was throughout the dot-com bubble. That’s to not say the market will crash tomorrow due to the wealthy valuations. The Shiller PE Ratio isn’t a very good predictor of when market crashes will happen.

The market might flatline for a decade as one doable situation. Although don’t struggle the Fed is a typical denominator and is the final word ‘put’. On the constructive, shares carry out traditionally nicely in average ranges of inflation. Which means companies are capable of increase costs which in flip helps their inventory worth and dividends. However in my case, I already personal a considerable amount of inventory in my portfolio.

Shiller PE Ratio (aka PE10)

The purpose is with all of those metrics, valuations, and returns, sooner or later, should return to the imply. So anticipated future returns by all accounts shall be muted. Identical to the opposite choices, an excessive amount of threat with not sufficient return.

The second drawback with proudly owning publically traded shares is an absence of management. As a minority shareholder, I can not management the destiny of the enterprise. It doesn’t matter what silly concepts the CEO and board of directors resolve on pursuing. Proudly owning shares of publicly traded shares, whereas not unhealthy, means returns are far more influenced by financial winds and the newest philosophy du jour.

This makes inventory investing at the moment a poor choice as nicely.

See my 10-year predictions for extra my prognosis on investing.

What Different Choice Exists?

Whereas my above checklist isn’t 100% exhaustive, I made a decision shopping for a enterprise is at the moment the most effective funding choice for me.

Proudly owning a enterprise is likely one of the finest strategies to not solely sustain with inflation however in lots of circumstances dramatically exceed the inflation charge; regardless that it’s not passive, you’ve far more management of the returns.

Passive investments imply you don’t take a lot lively enter within the funding, however then, due to this fact, restrict your upside.

The annual return for the inventory market is round 7% per yr. Not unhealthy and retains forward of inflation nevertheless it’s actually not a 20-30% and even 40% (or extra!) annual return you may get with a enterprise.

My preliminary funding for my weblog Investor Junkie was beneath $2,000 however I finally offered for $6,000,000. Sure, I did reinvest again income and spent many hours at that enterprise. However I additionally collected an annual revenue (let’s simply say mid-six figures) and took annual income as nicely. So not a nasty ROI when you ask me.

Sure, it’s true proudly owning a enterprise is much from a passive funding that another ‘gurus’ make it out to be. Fashionable books like Tim Ferris’s The 4-Hour Work Week are removed from actuality.

So in contrast to REITs, bonds, or shares, it’s essential to actively work on a enterprise.

The subsequent query was then what sort of enterprise?

For me, the plain alternative is an internet enterprise. I like on-line companies as a result of:

  • Generate income 24/7 — You possibly can actually become profitable whilst you sleep and clients may be wherever on this planet.
  • Digital merchandise — There’s no stock to fret about. Your upside is limitless and do not need to fret about COGS (Price Of Items Offered).
  • Digtal Nomad — Permits me to work wherever and never be tied to a particular geographic location. Digital nomads, particularly after the virus, is a big development. I curently dwell in New York, however I additionally like to maneuver to Florida sooner or later. I would really like to have the ability to transfer with disrupting my enterprise.
  • Low Headcount — I can scale up with somewhat to no staff. With my earlier area of interest web site, I solely had 2 full-time staff (one was me!). The remainder have been contractors and companies.

Being profitable running a blog is likely one of the finest methods to get an honest return in your funding.

To slender my search, I made a decision to concentrate on affiliate marketing online blogs. To me, it’s one of the best ways to become profitable on-line.

One of many issues which have stunned me after promoting my weblog Investor Junkie, is the liquidity of {the marketplace}. There are a variety of locations you’ll be able to go to search out blogs on the market. It’s not solely straightforward to purchase a weblog, but additionally promote one as nicely.

The pricing of blogs can vary from just a few thousand to over 7-figures.

So as to add, running a blog remains to be one of many few industries that isn’t riddled with authorities guidelines and laws. Within the US, you do should adjust to FTC laws. With the EU it’s essential to adhere to GDPR privateness legal guidelines however for essentially the most half, the compliance may be very minimal.

The onerous half with an lively funding is you want expertise. Running a blog requires data in:

  • search engine marketing — Most site visitors will come from natural search.
  • Copywriting — It’s good to perceive not solely how one can write however how one can write copy that sells.
  • Primary understanding graphic design/UX — Your website design, menu, categorization all have an effect on your customers and extra importantly Google’s SERP.
  • Digital advertising and marketing — How one can aquire site visitors through natural and paid means.
  • Tech Savvy — It’s essential to at some stage be data in know-how. If not you’ll be counting on others for a lot of features of the enterprise.

All expertise I’m excellent at, so it’s a good match for me. It made good sense to buy one other weblog. I began a number of marketplaces:

Simply to call just a few.

A pal of mine really useful a website known as WebsiteFlip, which sources knowledge from a number of marketplaces. It lower my search time in half and I extremely suggest utilizing it. My solely gripe is I needed it had an e-mail choice to notify you of latest blogs that meet your standards.

I’ve been looking out on-and-off for about six months with no luck. At instances I might get annoyed with the search.

Both many blogs are asking manner too excessive of a a number of or in area of interest web site I’ve little interest in proudly owning. About 3 months in the past, I did discover one weblog that was within the health area of interest. I preferred the weblog, the revenue it generated, and the value they have been asking. Sadly, I misplaced out to a different purchaser.

Flippa is maybe the biggest market. Flippa has the benefit of you may get all the knowledge and I like to recommend looking out that platform simply to be taught extra about varied niches.

In the event you do purchase one thing from Flippa, it’s essential to separate the wheat from the chaff. Many posts are junk or in some circumstances outright scams. It’s essential to do your due diligence very fastidiously. Flippa is NOT for the inexperienced.

For me, I preferred the Empire Flippers market the most effective. They vet what they promote, however then most of their provides are priced to perfection. Since they’re a vendor’s dealer, they’re representing the vendor, not you the customer. They current the blogs on the market in the most effective gentle, even when they’re vetted.

I did discover just a few blogs on Empire Flippers that me, but upon additional element questioned the valuation (too excessive for too little revenue/search engine marketing historical past) or backlinks (i.e. a home of playing cards of paid backlinks).

For essentially the most half, I gave up looking out and centered on different tasks, till two weeks in the past.

I Discovered A Blog!

I discovered a weblog on Empire Flippers that caught my eye.

It had been available on the market for just a few months and the asking worth was $244,000.

It was in a distinct segment I knew quite a bit about: hosting, area registration, and running a blog. For individuals who don’t know me, I beforehand owned a hosting firm for over 20 years.

The positioning on the market was a evaluation, comparability, and how-to weblog. The weblog has been round 10 years, and 5 years of actively pursuing this area of interest. It had numerous aged backlinks. Up to now so good!

Although in recent times misplaced numerous search engine marketing site visitors.

1-10 natural key phrase positions (from Ahrefs)

The weblog is monetized with affiliate marketing online hyperlinks and just lately added advert banners. Traditionally, the hosting/running a blog area of interest has a number of the highest payouts in affiliate marketing online. Although can have a number of the highest clawbacks (which means canceled clients which you don’t get a fee).

The internet hosting market is a mature business, however nonetheless rising. On-line enterprise is a progress business put up COVID and is anticipated to be a progress business for the foreseeable future. As a earlier internet host, I can inform you it’s a horrible enterprise to be in with commoditization. Plus the massive capital outlays which are required to refresh {hardware} frequently.

Take a look at GoDaddy’s financial reports for a very good instance.

It’s far more worthwhile (and fewer complications) to be an affiliate with a payout of $100 – $150 per buyer. This additionally makes it an incredible area of interest that warrants critiques and comparisons to search out the service best for you.

It additionally aligns very properly with this very weblog.

Let me summarize the professionals and cons:


  • Content material — Round 500 articles spanning over 5 years in revelant niches. Over 10 years of the content material creation (seems many have been eliminated).
  • WordPress Primarily based — I favor utilizing WordPress over different CMS methods so it will likely be straightforward to enhance.
  • Present Service provider Relationships — A number of the present affiliate relationships are dificult to hitch as a brand new blogger. In additon, some increased CPAs then what I’ve at the moment.
  • Massive Quantity Of Backinks — With a Area Rating of 71 in Ahrefs and over 2,000 domains linked to the area it has an honest historical past and authority within the subjects it covers.
  • Effectively Outlined Niches — Not like many different bloggers I seek the advice of with and see on the market, this weblog caught to very particular subjects inside it’s wheelhouse. It is a massive profit to search engine marketing since Google is aware of precisely what the weblog is about.
  • Secure Affiliate Earnings —  The trailing twelve months (TTM) of revenue was fairly secure at round $4,500 – $5,500 per thirty days, or a complete of $65,000 TTM.
  • Constant Income Per Customer — One of many mertrics I wish to look with affiliate blogs is income per customer. It exhibits how nicely monetizied the weblog (or not) and in comparison with different blogs.
  • Not A lot Overlap With My Blog — The content material and subjects it covers do not need a lot overlap with this present weblog. If something, the 2 mixed could be synergistic.


  • Excessive Valuation — The providing worth of $244,000 was 47 instances (or round 4x TTM) the common month-to-month revenue.
  • Misplaced search engine marketing Rankings and Site visitors — Whereas it nonetheless ranks for an honest quantity of subjects, it has misplaced a substantial quantity of site visitors up to now few years. Although up to now month has seen an upswing in search engine marketing rankings.
  • A Lot Of Revised Content material Is Wanted — Whereas the content material is nice and covers many subjects within the niches, it wants numerous updating. The are many articles that get little search site visitors and want pruning as nicely.
  • Decreased Income — Whereas the previous 12 months the revenue has been secure, it generated a lot increased income in earlier years. That is principally due to decreased search engine marketing rankings.
  • Horrible Area Title — No offence to the earlier proprietor if he’s studying this, however the area identify was tied to their identify. It’s not a memberable or brandable area identify. Lengthy-term it makes it onerous to maintain this area identify and have to be rebranded.
  • Poor UI/UX — Whereas the content material has quite a bit going for it, the person expertise is poor. It seems to be like a generic weblog. It has many advert banners, popups, not clear CTAs and a generic WordPress theme. This not directly hurts search engine marketing rankings as nicely.

Decreased natural site visitors (TTM)

With that stated, there is no such thing as a good enterprise to purchase. As an entrepreneur, you’re to hunt out the diamonds within the tough and polish that diamond. This weblog is not any completely different.

It has some issues going for it and numerous gadgets that want enchancment. A weblog may be thought of no completely different than actual property. I noticed first rate “bones” within the weblog, and consider I can add numerous worth to this “fixer-upper”.

On the excellent news, Whereas it misplaced numerous search engine marketing site visitors, I don’t suppose it might go a lot decrease. search engine marketing would require enchancment nevertheless it’s not unfixable. I consider I can not less than double the site visitors and the income within the subsequent twelve months – from $5k/month to $10/month.

With an affiliate weblog, there are actually two metrics you’ll be able to enhance income. Enhance the variety of guests and enhance the quantity of income per customer. Each I feel have room to develop with this weblog.

TTM Whole income and Guests (click on to enlarge)

The Valuation

Blogs traditionally have valuations primarily based upon annual revenue and might vary from 2X – 6X or in some circumstances much more! I personally like TTM than a median month-to-month a number of as a result of many blogs may be cyclical.

The 2 greatest components that decide a weblog’s valuation:

  • Quantity of a lot site visitors
  • Quantity income it generates

Every part else is secondary or doesn’t rely within the eyes of a potential purchaser.

I made a decision I might make a suggestion and thought of what could be thought of a suitable supply? It’s actually not value 4X annual revenue or 47X for common month-to-month revenue, or a valuation of $244,000.

It wasn’t a rising weblog and wishes a lot work.

Might I’ve gotten 2X? No, with Empire Flippers they outright reject such a supply and was informed this.

So I provided 3X annual or 40X for the weblog’s revenue or $180,000.

The supply was accepted!

The phrases of the sale have been:

  • 100% money up entrance. No earn-out – $180,000 paid in full
  • All present affiliate relationships are included with logins
  • All content material

Whereas that’s actually not a cut price by any means, it’s to be anticipated on this present market. Identical to I’m searching for higher returns on my investments, so are others. Which drives up the demand and acceptable costs of blogs.

You may suppose the value is excessive, however it’s best to take a look at it one other manner. Compared to different sorts of investments, an affiliate weblog is difficult to beat. The place else might I earn a 33% return of your cash on an annual foundation? I ought to be capable of earn again the cash invested at a minimal of three years.

Take a look at it one other manner, there are roughly 400 weblog posts on this website (which are value protecting from my estimates). In the event you take the weblog purely on the content material alone, it comes out to about $450 per weblog put up. Which isn’t a nasty deal contemplating you’ll be able to simply pay that quantity per article in in the present day’s market.

Sure, I assume the weblog retains producing income on a constant foundation. There aren’t any assurances with a weblog, however neither is any funding! Sure, the month-to-month revenue might lower however it’s uncertain it might go to zero.

The hosting and running a blog area of interest is secure and never going wherever. There are some new gamers on this area of interest however for essentially the most half a really secure market.

I consider this buy has far more upside than draw back threat and was one of many causes I bought it. I’ve many choices to extend the income and can doc them in future weblog posts.

What’s Subsequent?

For aggressive causes, I’m not going to reveal the weblog’s identify. Proper now, I’m going to maintain it beneath wraps however will reveal the weblog sooner or later sooner or later. Maybe on the finish of my experiment.

In my subsequent article, I’m going to attract out my plan of assault and what I’m going to do to enhance the weblog. I’m going to doc the adjustments I plan on making to satisfy my aim of doubling the weblog’s revenue in twelve months. Hope you be part of me on this journey.


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