Understanding whether a domain's apparent value reflects genuine past traffic, rather than manufactured metrics, is an important part of thorough due diligence.
Look for Evidence of Real Engagement in Archived Snapshots
Genuine comments, active pages, and regularly updated content in archived versions suggest a domain that had real, organic activity.
Be Skeptical of Traffic Claims You Can't Independently Verify
Sellers sometimes present traffic figures that are difficult or impossible for a buyer to confirm independently, which warrants caution.
Consider Whether Any Past Traffic Is Still Relevant to Your Plans
Even genuine historical traffic may have come from content or a purpose very different from what you intend to build.
Next step: Use the Wayback Expired Domains to review a domain's archived content for signs of genuine, organic past activity.