Back in 1996, I launched one of my first websites. Just two years later, I sold the domain name tied to that project—for five figures. That single transaction opened my eyes to the value and potential of domain names. Since then, I’ve been immersed in the domain name aftermarket, helping businesses buy, sell, and migrate domains strategically and safely.
What Is the Domain Name Aftermarket?
The domain name aftermarket is where domains are bought and sold after their original registration. It includes:
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Expired Domains: Domains that owners didn’t renew.
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Pre-release Domains: Domains about to expire, sold through registrars before becoming public again.
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Private Resale: Premium domains sold directly by current owners or through brokers.
Major players like GoDaddy and Network Solutions operate auction platforms. GoDaddy lists expired domains directly on their site. Network Solutions partners with NameJet.com to sell theirs. These platforms offer a window of opportunity to grab valuable domains before they hit the open market—or vanish into someone else’s portfolio.
The Value of a Pre-Owned Domain Name
Here’s a question I often ask business owners: What if the perfect domain name for your business already exists? One that already has backlinks, SEO history, traffic, and even name recognition. Why start from scratch when you can build on a solid foundation?
That’s where the domain aftermarket shines. Rather than settling for a long, awkward domain that’s brand new and unknown, you can often find a keyword-rich name with some mileage. And yes, people often say, “All the good domain names are taken.” But that’s not entirely true. They’re not gone—they’re just not $10 anymore. You may need to spend hundreds, thousands, or even more to get the one that fits your brand and goals.
Real-World Lessons: The Good and the Bad
Buying a previously registered domain has risks—search engines remember. One example that stands out is the case of Nuts.com. The business originally ran as NutsOnline.com. It was doing well. Then the owner upgraded to Nuts.com, which should have been a slam dunk. But it backfired.
Why? The new domain had a completely different history—unrelated to snacks or food. The search engines didn’t connect the dots and stripped away the keyword rankings. The business lost significant revenue until it clawed its way back.
On the flip side, a strong, keyword-focused domain can catapult an unknown business into the spotlight. Moving to a “category killer” domain—the kind of name that instantly defines your industry—can bring immediate SEO benefits, higher credibility, and even direct type-in traffic.
Buying and Migrating a Domain: Do It Right
Buying a domain name is the easy part. Making it work for your business is where experience matters. You need to:
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Evaluate the domain’s history, backlinks, and search penalties
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Negotiate with owners or brokers
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Ensure proper 301 redirects
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Migrate your website and update key infrastructure
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Monitor performance post-move
There’s a lot that can go wrong if you rush or skip steps. That’s why I’ve helped hundreds—if not thousands—of clients over the years through this process. From acquisition to migration, I’ve seen the best and worst outcomes and know how to avoid the landmines.
Let’s Talk Domains
If you’re considering buying a domain, moving to a new one, or just curious about what’s available, I’m here to help. The domain landscape changes fast—but with the right guidance, you can make confident decisions that impact your business long-term.