Answers
How do you check a domain's history before buying a website?
Short answer: Look the domain up on the Wayback Machine to confirm it has carried the same topic for as long as the listing claims, check Search Console's Manual actions report through read-only access, and scan the backlink profile for link schemes. A recycled, penalised or younger-than-claimed domain can sink rankings after you buy.
Why does a domain's history matter?
A website's past travels with its domain. A domain that hosted spam, changed topic several times or carried bought links can rank badly no matter how good the current content is, and a domain that is younger than the listing claims is a credibility problem in itself. Checking takes less than an hour.
Which four checks should you run on any domain?
- Wayback Machine. Look the domain up on the Internet Archive's Wayback Machine and click through snapshots from each year. Check that the site has been about the same topic for as long as the listing says, and look for gaps, parked pages or a different language.
- Age claim against evidence. If the listing says "established 2019" but the first snapshot of real content is from 2024, ask why.
- Manual actions. In Search Console (ask for restricted access), open the Manual actions report. Google says a site with a manual action may have some or all pages left out of search results. Also ask whether the site has ever had one, since the report shows history.
- Links. Look at the backlink profile with any link tool. Hundreds of links from unrelated sites, link networks or anchor text stuffed with money keywords can point to link schemes, which Google's spam policies list as a violation.
What does a clean history look like?
Consistent topic, steady growth in snapshots, a Search Console property with years of data, no manual actions, and links from sites in the same niche. None of this proves the earnings, but it removes one class of surprise. Then verify the traffic and the revenue.
What should you ask the seller about the domain?
- When did you register or buy the domain, and what was on it before?
- Has the site ever had a manual action or a sharp drop after a Google update?
- Have you bought links, guest posts or expired domains to redirect into this site?
- Can you give me restricted Search Console access so I can see the full history?
The free checker also flags age not stated and short history from the listing text.
Sources
- Internet Archive, Wayback Machine, read 12 October 2026
- Search Console Help, Manual actions report, read 12 October 2026
- Google Search Central, Spam policies for Google web search, read 12 October 2026
- Search Console Help, Managing owners, users, and permissions, read 7 October 2026
Related
- Does the site have a Google penalty?
- Was the site hit by a Google update?
- Warning signs of fraud when buying a website
- Red flag: age not stated
- Glossary of listing terms
- More questions buyers ask
Get the content site (display ads) seller checklist
Enter your email and the next page gives you the content site (display ads) seller question checklist (web page and PDF) straight away, no waiting, along with the other free files: seller question checklists for eleven business types, the 72-hour vetting plan and a deal-tracker spreadsheet. Nothing is emailed; you download them on the page.
No newsletter: we send at most one email, when paid memos open. Reply "stop" to hello@firstpassmemo.com to be removed. Looking at a live listing priced $10k–150k? Apply for a free beta memo instead; its confirmation page has the same downloads.
Composite examples are invented and labelled. Figures from other sites are quoted with a link and the date we read them; FirstPass figures are asking prices and seller-stated profit, not sale prices. Informational screening only, not investment, legal or tax advice.