When to Buy Expired Domain Names vs. New Domains 

Key takeaways 

• Your choice between new and expired domains depends heavily on your specific goals, available budget, and personal risk tolerance. 
• New domains are ideal for fresh ventures and tight budgets, whereas expired domains suit competitive niches seeking quick SEO boosts. 
• Thoroughly investigate expired domains to avoid inheriting hidden penalties or irrelevant past associations. 

When buying a house, would you buy a meticulously crafted, second-hand house with an established character? Or would you lay the foundation for a brand-new home? Buying a domain name also calls for the same question. Would you prefer an expired second-hand domain with digital history, or start from scratch with a new domain? 

This will be important to consider because your domain name, whether new or expired, is your online address. It’s how people find you and interact with your brand.   

Both options have their benefits and drawbacks. However, your choice boils down to your needs, budget, and competition. Learn more here on how to make the right choice: whether to buy expired domain names or register a new one. 

New domains vs. expired domains 

Let’s break down the characteristics of each type of domain. 

What are new domain names? 

A new domain name refers to a website address that has never been registered and used before. Unlike a used domain name, which might have a history of previous ownership, content, or search engine ranking, a new domain name is essentially a clean slate. 

Think of it like buying a brand-new property with no prior structures or inhabitants. You’re the first owner, and you have complete freedom to build your website and online presence from the ground up without any pre-existing baggage, positive or negative. This means you get to establish its reputation, content, and search engine standing from scratch. 

Advantages of new domains

• Complete brand control. You have the freedom to choose a name that perfectly aligns with your brand identity or business name. 
• No pre-existing history. A clean slate means you inherit no bad SEO practices, penalties, or negative associations from previous owners. You build your reputation from scratch, ensuring a pristine start. 
• Easier availability. While highly desirable short domains might be taken, it’s generally easier to find available new domains, especially if you’re open to variations or longer names. 
• Simpler setup. The registration process is straightforward. You simply go to a domain registrar website, choose the available domain name you want, and pay the fees. 
• Predictable cost. Initial registration fees for new domains are typically straightforward and consistent. 

Disadvantages of new domains

• Zero SEO authority. Since a new domain has no existing backlinks or domain authority (DA), it will take significant time and effort to build its ranking power. 
• “Google Sandbox” period. New websites often experience a period where they struggle to rank highly for competitive keywords, regardless of content quality. 
• No existing traffic. You start with zero organic traffic for new domains. It requires substantial marketing and SEO efforts to drive visitors.
• Time-consuming SEO build-out. Zero SEO authority means you need to achieve strong search engine rankings. Attracting organic traffic can take months or even years of consistent effort and careful SEO analysis to build a strong strategy.   

Since new domain names have yet to establish their online presence, you must build web traffic and an audience from scratch. This also means you’ll need to create the infrastructure, like a website or social media pages, for your marketing channels.   

But, if you’re looking for a domain name with a head start, you may want expired domains instead.  

What are expired domains? 

An expired domain name was previously registered but was not renewed, making it available for re-registration. These domains often come with a history, which can be either a significant asset or a hidden liability.  

It’s like buying a used car together with the high-end modifications that its previous owner made to the car. That’s an unexpected bonus you might get with good, expired domains.   

It could already have a loyal following, a network of valuable backlinks, and even a steady stream of visitors. Backlinks are hyperlinks from one web page to another.  

They’re important, especially high-quality ones. High-quality ones make domains more credible to search engines like Google and develop higher authority. 

Let’s see its advantages and disadvantages. 

Advantages of expired domains  

• Accelerated SEO authority (link equity). This is often the primary benefit. Expired domains can retain the “link juice” and authority built by their previous owners. If the domain has a strong, clean backlink profile from reputable sources, you inherit this valuable equity. This means the domain can potentially give your new website a significant advantage in search rankings and bypass months of intensive link building. 
• Existing organic traffic. A truly valuable expired domain might still receive organic traffic from existing backlinks or even direct type-ins. By acquiring the domain and placing relevant content, you can instantly tap into this audience, providing immediate visitors. 
• Established trust. Search engines often view older domains with a clean history as more trustworthy. This can lead to quicker indexing and higher rankings. 
• Brand recognition. If the expired domain was previously part of a well-known brand or had a memorable name, acquiring it can offer instant recognition. 
• Competitive edge. In competitive niches, an expired domain with existing authority can be a game-changer, allowing you to quickly challenge established players without starting from zero.  

Risks of buying expired domains 

• Hidden SEO penalties. The biggest risk. A domain might have been penalized by search engines (like Google) due to spammy link building, low-quality content, or other black-hat SEO tactics used by previous owners. Inheriting a penalty can be devastating and very difficult to recover from. 
• Irrelevant history/spam. The domain’s past content or industry might be completely irrelevant to your new venture. It can be worse if it’s associated with spam, adult content, or illegal activities. This can damage your brand reputation and hinder your SEO efforts. 
• Cost and competition. Highly valuable expired domains with strong metrics are often sought after and can go for thousands of dollars in auctions, requiring a substantial budget. 
• Thorough due diligence required. Unlike new domains, buying expired domains necessitates extensive research and vetting to uncover potential issues, which can be time-consuming and complex. Neglecting this step and blindly buying second-hand domains can be a recipe for disaster. 
• Backlink profile decay. Over time, even good backlinks can be removed or become broken which diminishes the perceived link equity. 
• Trademark issues. The expired domain might infringe on an existing trademark. This leads to legal complications and potential loss of the domain.  

Like any pre-owned purchase, there’s a catch. You never know the full story behind expired domain names. It may come with baggage, like a questionable past that could hurt your reputation. This means the domain was involved in pirating, phishing, or even distributing malware.  

That’s why it’s important to do your due diligence. Dig into the domain’s history, check its backlinks, and try to track down the previous domain owner with a WhoIs search. 

Feature	New domain	Expired domain
Age	Recently registered No prior history	Aged domain Previously registered and used
Cost	Generally low—registration fee only	Can be higher—auction or premium pricing
SEO benefits	No existing backlinks or SEO authority	May have existing backlinks, authority, and traffic
Risk of penalties	Minimal, unless new content violates guidelines	Risk of penalties if previous owner violated policies (Google penalties, spam, etc.)
Backlink profile	None, will need to build backlinks from scratch	Can inherit backlinks, possibly from authoritative sources
Traffic	No existing traffic	Potential existing traffic (depends on previous use)
Brand reputation	New and unestablished	May have some brand recognition or previous brand equity
Setup time	Longer—need to build authority, backlinks, etc.	Faster—can benefit from existing SEO and traffic if domain is healthy
Value in niche markets	Depends on the domain name and keyword strength	May already have established niche audience or keyword authority
Domain history check	Clean slate, no history to investigate	Must check history (using tools like Wayback Machine) for spam, penalties, or irrelevant content
Potential for private blog network (PBN)	Not useful for PBNs unless heavily developed	Often used for PBNs, especially if the domain has valuable backlinks
Flexibility	Full control over content and design	Must ensure no conflicting content or reputation from the past
Renewal cost	Standard domain renewal fees	May come with higher renewal costs, depending on domain’s value and registrar

Factors to consider in choosing a domain 

Your business and goals affect your decision whether to buy new or expired domain names. Consider the following factors when choosing which domain to buy: 

• Goal and timeline 
• Budget 
• Risk tolerance  
• Niche and competition   
• Domain name and branding  

Let’s elaborate each factor. 

Goals and timeline 

If you need to establish a brand quickly and rank in search engines faster, an expired domain name with good SEO metrics might be beneficial. This can give your brand a head start and an edge.  

On the other hand, a new domain might be better if you have a longer timeline and want complete control over your brand’s online presence.   

Budget 

New domains are generally more budget-friendly since they’re fresh and unused. Expired domains tend to range from moderately priced to very expensive. They become expensive when they have a strong online history, high-quality backlinks, or strong brand recognition.  

Risk tolerance 

Due to their previous history, expired domains come with some inherent risks. They may have been used for suspicious or fraudulent activities, affecting your site’s credibility.   

If you want to play safe, you can get new domains, but building authority will require more effort.   

Niche and competition 

An expired domain name with existing authority might give you an edge in highly competitive niches. Having existing authority will help you reduce the work needed to build your credibility and make your site more search engine-friendly.  

In less competitive niches, a new domain might be sufficient where you can build your authority along the way.  

Domain name and branding 

Consider the availability of your desired domain name and how it aligns with your brand persona. For example, there are cases where you’re looking for a domain name related to knitting but can’t find a new one that fits your brand. In this case, you may find luck with expired domains.   

Making the final choice between new and expired domains 

The decision between a new and an expired domain isn’t always straightforward. Both have their merits depending on your goals and resources, but there are certain situations where they’re more appropriate.  

When to buy new domain? 

You choose to buy a new domain if: 

• You’re launching a brand-new venture
• You’re working with a tight budget   
• You’re in it for the long haul   
• You want a fresh start   

You’re launching a brand-new venture 

If you’re starting a new business or project and want to establish a unique online persona from the ground up, a new domain is the way to go. It gives you complete control over your brand’s digital presence, allowing you to build your reputation and authority entirely. 

You’re working with a tight budget 

New domains are generally more affordable than expired ones, making them an attractive option for startups and budget-conscious individuals. You can secure a relevant and memorable domain name without breaking the bank. 

You’re in it for the long haul 

Building online authority and backlinks takes time and effort. If you’re patient and willing to invest in a long-term strategy, a new domain provides a clean slate to cultivate a strong online presence organically. 

You want a fresh start 

With a brand-new domain, you can rest assured that there’s no hidden baggage from previous owners. You won’t have to worry about inheriting negative SEO history or spammy backlinks that could harm your website’s reputation. 

When to buy expired domains? 

Buy expired domain if: 

• You need a quick SEO boost 
• You’re in a fiercely competitive niche 
• You have the budget for a premium domain 
• You’re prepared to do your due diligence 

You need a quick SEO boost 

Expired domain names with established authority and backlinks can be a powerful tool if you want to accelerate your search engine rankings and gain visibility faster. It gives you a head start in the competitive online landscape. 

You’re in a fiercely competitive niche 

A good, expired domain with existing authority can provide a significant advantage in industries where competition is fierce. It can help you break through the clutter and establish your presence alongside established players. 

You have the budget for a premium domain 

Expired domains, especially those with solid SEO metrics, can be more expensive than new domains. If you’re willing to invest in a premium domain to gain a competitive edge, an expired domain might be the right choice. 

You’re prepared to do your due diligence 

Buying expired domain names requires careful research and evaluation. You must investigate the domain history, backlink profile, and potential negative SEO associations. If you’re comfortable with this process and willing to put in the effort, an expired domain can offer significant benefits. 

Tips for buying expired domains 

Going through expired domains requires careful consideration and thorough research. However, you can do some things to make the right choice. Here are some helpful tips when buying expired domains: 

• Dig into the domain’s past 
• Analyze the backlink profile   
• Check for hidden SEO issues  
• Check for relevance   
• Prepare some cash   

Dig into the domain’s past 

You can use tools like the Wayback Machine to see how the website looked in the past. You can also check archive.org for any previous content or activities associated with the domain name.  

Analyze the backlink profile 

Backlinks are like votes of confidence from other websites and play a crucial role in SEO. Use SEO tools like Ahrefs or Moz to assess the quality and quantity of backlinks pointing to the expired domain. Look for a healthy mix of relevant and authoritative links, and steer clear of domains with a history of low-quality backlinks. 

Check for hidden SEO issues 

Make sure the domain name hasn’t been penalized by search engines for past issues like black-hat SEO tactics or spammy content. These penalties can severely impact your website’s visibility and rankings. Tools like Ahrefs and Moz can also help identify potential red flags in the domain’s history. 

Check for relevance 

Ensure the expired domain’s previous content and niche align with your current industry or target audience. Expired domain names with a history in a completely unrelated field might not offer the SEO benefits you hope for. 

Prepare some cash 

A high-quality expired domain name with strong SEO metrics and a clean history is in demand, and its price reflects that. Set a realistic budget and be prepared to invest if you find an expired domain name that perfectly fits your needs. 

How to successfully find and buy expired domain names 

Acquiring a powerful expired domain requires a meticulous, step-by-step approach. This is where the real work begins to ensure you buy expired domain names that are assets, not liabilities. Here are the steps to finding and acquiring expired domains: 

1. Define your criteria 
2. Look for expired domains at marketplaces and domain auctions 
3. Check the expired domain’s history 
4. Acquire the expired domain 

Here’s a more elaborate step-by-step guide on how to grab the expired domain you desire. 

Step 1: Define your criteria 

Before you start searching, clearly define what you’re looking for: 

• Target niche. What industry or topics do you want the domain to be relevant to? This is crucial for maintaining relevance. 
• Desired metrics. What domain authority (DA), domain rating (DR), or trust flow (TF) are you aiming for? 
• Backlink profile quality. Are you looking for links from specific types of websites? For example: news sites, industry blogs, .edu, .gov. 
• Budget. Set a realistic budget for potential domain acquisitions. 
• Use case. How will you use the domain? (e.g., 301 redirect to main site, PBN, new authority site). 

Step 2: Where to look for expired domains 

Access to the right resources is paramount when you decide to buy expired domain names. 

• Expired domain marketplaces and databases: 
  • ExpiredDomains.net 
  • SpamZilla 
  • RegisterCompass or Domain Hunter Gatherer 

• Domain auction platforms: 
  • GoDaddy Auctions 
  • Namecheap Marketplace or Sedo
  • NameJet / SnapNames 
  • Network Solutions 

Step 3: Thoroughly check the expired domain’s history 

This is the most crucial step when you buy expired domain names. Do not skip any of these checks. 

1. Check domain’s history with the wayback machine (archive.org). See past versions of the website. Was it consistently a legitimate website, or did it suddenly change topics, become spammy, or host irrelevant content? Look for blank pages, sudden redirects to shady sites, or drastic changes in ownership/content. 

2. Analyze backlink profile (Using Ahrefs, SEMrush, Majestic, Moz) 

Evaluate the quality and quantity of links pointing to the domain. Look for: 

• High domain authority. 
• A good number of unique linking domains. 
• Are backlinks from reputable, relevant sites, or spammy directories? 
• Are the anchor texts natural and varied, or heavily keyword-stuffed? 
• Sudden spikes or drops in links can be red flags. 

3. Check for Google penalties (manual and algorithmic) 

Determine if the domain has been blacklisted or penalized. 

• Is the domain still indexed in Google? Perform a site:yourdomainname.com search. If not, it’s a huge red flag. 
• Use tools to check historical organic traffic. A sudden drastic drop, especially around a Google algorithm update, indicates a strong possibility of a penalty. 

4. Ensure the domain’s history aligns with your intended use. Did the previous content match your industry or a closely related one? A highly relevant domain is most valuable. 

5. Check for trademark issues. Avoid legal disputes. Does the domain name infringe on an existing trademark? Conduct a quick trademark search. 

6. Review previous ownership through the WHOIS history. Frequent changes in ownership or privacy protection could indicate a domain used for spamming. 

Step 4: Acquiring the expired domain 

• Auction. If it’s in an auction, set your maximum bid and monitor closely. 
• Backorder. For domains about to drop, use a backordering service to attempt to register it the moment it becomes available. This is highly competitive. 
• Direct registration. If it has fully dropped and is in the general pool, simply register it like a new domain through a registrar like Network Solutions. 

Choose the right domain for your business 

Some people prefer starting from scratch, while others prefer to brush off a little dust and carry on with what’s left of something. But ultimately, buying a new or expired domain name depends on what you need for your business.   

The bottom line? Choosing the perfect domain name is all about finding the right balance. Weigh the pros and cons, think about your budget, and risk what you’re comfortable with. Ultimately, the best domain is the one that fits your online strategy like a glove, no matter which you choose. 

Frequently asked questions