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Edd Dawson explores the complex world of expired domains and auction purchases for SEO value, sharing a detailed case study of a domain that appeared valuable but had significant hidden issues. Although initially impressive with 2,554 backlinks from 377 domains including Telegraph and Wikipedia, a thorough investigation revealed multiple points where the domain likely lost its link equity.

• Domain had been 301 redirected by its original owner for four years (2016-2020)
• After expiration in 2020, it was purchased and displayed "domain for sale" for a year
• New owner created fake "business acquisition" scenario to try preserving link equity
• Domain sold for less than £100 despite seemingly valuable metrics
• Buying expired domains carries risk of inheriting Google penalties
• Thorough investigation of domain history is crucial before purchasing

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"Werq" Kevin MacLeod (incompetech.com)
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