Matt Raad on Buying and Selling Content Sites for a Full-Time Living

Last updated: Jun 30, 2023

This video is about an interview with Matt Raad, who is an expert in buying and selling content sites for a full-time living, and they discuss various topics related to content websites, including growing them, buying them, and when to sell them.

This video by Niche Website Builders was published on May 9, 2023.
Video length: 01:00:49.

This video is an interview with Matt Raad, an entrepreneur who buys and sells content websites for a living.

He shares his experiences and strategies for building profitable online assets, including when to sell websites and how to adapt to changes in AI content through Google. The interview also discusses the services provided by Niche Website Builders, an agency dedicated to helping individuals build profitable content sites.

Overall, the video provides insights and advice for those interested in making a full-time living from online content websites.

  • Matt Raad and his wife have been entrepreneurs for nearly 30 years.
  • They started buying and selling brick and mortar businesses before moving online.
  • They founded the E-Business Institute to teach beginners how to make money online.
  • Matt Raad and his wife teach beginners how to build profitable online businesses.
  • They help beginners who are used to investing in real estate transition to online business.
  • Matt Raad and his wife started buying and selling brick and mortar businesses.
  • They transitioned to online business because it was easier and required less capital.
  • Matt Raad and his wife founded the E-Business Institute.
  • Niche Website Builders teaches their students to buy and create content sites.

Matt Raad on Buying and Selling Content Sites for a Full-Time Living - YouTube

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Background of Matt Raad

  • Matt Raad and his wife have been entrepreneurs for nearly 30 years.
  • They started buying and selling brick and mortar businesses before moving online.
  • They are self-taught and struggled with technology in the beginning.
  • They founded the E-Business Institute to teach beginners how to make money online.
  • They focus on helping older individuals who want to quit their job and work from home.
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Teaching Beginners to Make Money Online

  • Matt Raad and his wife teach beginners how to build profitable online businesses.
  • They focus on individuals who are typically older and have family responsibilities.
  • They help beginners who are used to investing in real estate transition to online business.
  • Their goal is to help people quit their job and work from home.
  • They have a lot of experience in this field and have helped many individuals succeed.
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Transitioning from Brick and Mortar to Online Business

  • Matt Raad and his wife started buying and selling brick and mortar businesses.
  • They transitioned to online business because it was easier and required less capital.
  • They got into online business before the Global Financial Crisis in 2008.
  • They are self-taught and had to overcome technical challenges in the beginning.
  • They realized that online business is a fantastic model to make money.
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Matt Raad on Buying and Selling Content Sites for a Full-Time Living - YouTube

The E-Business Institute

  • Matt Raad and his wife founded the E-Business Institute.
  • The institute teaches beginners how to build profitable online businesses.
  • They provide training and support for individuals who want to work from home.
  • Their target audience is typically older individuals with family responsibilities.
  • They have a lot of experience and success in helping beginners succeed online.
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Teaching the Process of Acquiring Online Business

  • Niche Website Builders has been teaching people to transition from full-time jobs to full-time online income for 10 years.
  • They have a variety of strategies to help people successfully make this transition.
  • Their focus is on teaching about content sites, such as AdSense or affiliate sites, as well as selling information products.
  • They do not teach e-commerce because of their background in buying and selling businesses.
  • Content sites are less time intensive and can be worked on part-time, making them ideal for people with full-time jobs.
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Buying and Creating Content Sites

  • Niche Website Builders teaches their students to buy and create content sites.
  • They have a background in buying and selling businesses, which is why they focus on content sites.
  • Content sites, such as AdSense or affiliate sites, provide a more passive income compared to e-commerce sites.
  • Students can work on content sites part-time, building them up over time.
  • Content sites can be bought for instant cash flow, providing a quicker return on investment.
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Benefits of Content Sites for Full-Time Job Holders

  • Content sites can be worked on once a month or once a week, making them ideal for people with full-time jobs.
  • Many of Niche Website Builders' clients are lawyers, doctors, and other professionals who work full-time.
  • Content sites can be a side hustle that is worked on in the evenings or on weekends.
  • Content sites can be learned and worked on by partners, such as husband and wife teams or parents and children.
  • Content sites provide the opportunity to transition out of a full-time job and into full-time online income.
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Transitioning from Hand-Coding to Buying Content Sites

  • Niche Website Builders started by hand-coding websites before transitioning to buying content sites.
  • They found hand-coding websites to be a hard slog and wanted a more efficient way to make money online.
  • They started buying content sites for instant cash flow and easier management.
  • They began their journey before platforms like Flippa existed and relied on forums to find and buy content sites.
  • Buying content sites provided them with instant cash flow and allowed them to focus on growing their online income.
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Buying and Selling Websites

  • The speaker shares their experience of buying a website on eBay and making a lot of money from it.
  • They emphasize the importance of knowing what you're doing when buying websites for instant cash flow.
  • They compare buying websites to buying bricks and mortar businesses, highlighting the advantages of online businesses.
  • They mention that they used to buy websites through private deals and door knocking, but now they use email and online communication.
  • They explain their strategy of getting success with one website in a niche and then buying up other websites in the same niche.
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Growing a Portfolio of Websites

  • The speaker mentions that they started with a few successful websites and then gradually grew their portfolio over time.
  • They explain that they used a strategy similar to what private equity firms do, which is buying multiple businesses in the same niche and rolling them together.
  • They highlight the advantage of owning multiple websites in a niche, as it allows them to negotiate better affiliate rates.
  • They mention that their strategy was focused on SEO and building an empire of websites.
  • They emphasize the importance of being patient and persistent in growing a portfolio of websites.
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Niche Selection and SEO

  • The speaker talks about the importance of niche selection and getting success with one website in a particular niche before expanding.
  • They mention that they got into SEO before it became popular and used it as a key strategy for their websites.
  • They explain that they would target specific niches and then approach other websites in that niche to see if they would sell.
  • They highlight the advantage of owning multiple websites in a niche for better affiliate rates and commissions.
  • They mention that owning multiple websites in a niche also helps with SEO and building authority in that niche.
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Negotiating Better Affiliate Rates

  • The speaker shares their experience of negotiating higher affiliate rates by owning multiple websites in a niche.
  • They mention that they were able to get higher commissions than other companies in the same niche.
  • They highlight the importance of having success with SEO and getting a lot of traffic to your website in order to negotiate better rates.
  • They mention that negotiating better rates is easier with affiliate managers rather than with platforms like Amazon.
  • They encourage website owners to focus on SEO and traffic generation in order to have leverage in negotiating affiliate rates.
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Building a Successful Portfolio of Websites

  • Private affiliate offers are a key factor in their success.
  • They are passionate about teaching beginners because it was easy for them to be successful.
  • They can also teach advanced strategies and have helped clients reach seven figures.
  • Seeing affiliate commissions come in was a dream come true and a significant source of income.
  • They recommend not going too big with portfolios, especially if transitioning out of a job.
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Recommended Portfolio Size

  • They recommend having a goal and a long-term vision for a two-year plan.
  • They suggest aiming for 10 to 12 high-quality websites.
  • The 80/20 rule applies, with 20% of websites being the big winners and the rest making smaller profits.
  • Some successful students focus on just three websites and still achieve six-figure incomes.
  • Portfolio size can be adjusted based on individual preferences and goals.
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Managing Time and Focus

  • Managing time between multiple websites is a common challenge.
  • They recommend prioritizing the sites that are making the most money.
  • Other sites can be worked on in the background or during spare time.
  • Time management is a frequent topic of discussion in coaching calls.
  • Quitting a job and transitioning to full-time website ownership is a personalized decision based on individual circumstances.
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Section 1: Triage system for managing websites

  • Focus on one website at a time and get it up and running before moving on to others.
  • Implement a triage system with A, B, and C sites.
  • A sites are the top priority and require the most effort.
  • Monitor Google analytics to identify the winners and focus on them.
  • B sites are the next level down and still require attention.
  • C sites are lower quality and can be used as test beds or sold off.
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Section 2: Balancing time and managing a portfolio

  • Time management techniques are crucial, especially in today's fast-paced society.
  • Building a team is essential for leveraging time and resources.
  • Content creation is often the biggest bottleneck for website owners.
  • Investing in a team of writers and editors can help overcome this bottleneck.
  • Upwork is a recommended platform for finding reliable and affordable freelancers.
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Section 3: The importance of mindset and long-term planning

  • Success in building and growing websites takes time and is a journey.
  • Plan for a two to three-year timeline for achieving success.
  • Investing in content sites is seen as a worthwhile long-term investment.
  • Building a team and outsourcing tasks is crucial for scaling and freeing up time.
  • Students of Niche Website Builders have found success with affordable freelancers.
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Section 4: The value of content and the role of Niche Website Builders

  • Content is the main bottleneck for website owners.
  • Investing in quality content is like owning virtual real estate.
  • Building a team of writers and editors is crucial for consistent content creation.
  • Niche Website Builders can provide a constant stream of content for website owners.
  • Students have found success with affordable writers and techies from the Philippines.
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Content Pricing

  • The price for articles typically ranges from $20 to $50 per article.
  • For more niche topics, such as medical or financial sites, articles can cost $100 to $200.
  • Quality content is considered an asset that can generate traffic and revenue for several years.
  • Investing in quality content is more valuable than paid traffic.
  • Beginners can expect to pay around $20 to $30 for good articles on platforms like Upwork.
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Buying Sites Privately

  • Buying sites privately used to be the main strategy, but it is time-consuming and requires networking.
  • Private buying involves reaching out to website owners directly.
  • Private buying can be effective because there is less competition and the potential for finding passion-built sites.
  • Passion niches, such as sports, hobbies, gardening, and dog training, are targeted for private buying.
  • Approaching websites that are not on the first page of Google rankings is a strategy for finding potential sellers.
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Secondary Strategy: Private Approach

  • Private approach is a secondary strategy to complement buying from brokers.
  • Private approach involves targeting passion niches and approaching website owners who may not be monetizing their sites effectively.
  • Approaching websites that have been hit by Google updates or abandoned by their owners can lead to good deals.
  • Working backwards from lower-ranked pages on Google is a tactic for finding potential sellers.
  • Private approach can be even more valuable in the current online landscape.
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Success Stories

  • Students have had success with the private approach strategy.
  • One example is students who bought a gardening site despite not being gardeners themselves.
  • Approaching website owners in passion niches can lead to opportunities for those who understand how to monetize the sites.
  • Private buying allows for finding hidden gems that may not be available on popular marketplaces.
  • Private buying requires patience and persistence, but it can result in great deals.
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Buying neglected websites in niche markets

  • Successful gardening bloggers bought a neglected gardening site for $400 and turned it into a site making $4,000 a month with 80,000 monthly visitors.
  • Another student bought a 10-year established travel blog with 500 articles for $1,000 and is using it for content or selling it to big buyers who are interested in the content alone.
  • A gray Nomad bought a 14-year-old travel site for $5,000 and now it makes $4,000 a month.
  • Buying neglected websites in passion niches is a successful strategy.
  • These websites provide genuine content and domain authority.
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Buying established websites with branded search traffic

  • A fitness blog that started in 2011 was bought for $200 to $400 a month with no SEO or email list.
  • Another strategy is searching for "best [topic] 2020/2019" to find outdated sites with existing traffic and links.
  • Buying these sites and adding content is an easier way to find good websites compared to using platforms like Flippa.
  • Negotiating directly with the buyer through email is possible.
  • Not all purchases will be bargains, but the focus should be on acquiring legitimate sites with a solid base of monthly income.
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Benefits of buying neglected websites

  • Buying neglected websites allows for immediate income and traffic.
  • These websites often have existing content and domain authority.
  • They can be integrated with existing blogs or used as standalone sites.
  • Buying neglected websites is a powerful strategy for the next five years.
  • It is a popular strategy in passion niches.
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Advice for buying websites

  • Look for neglected websites in niche markets.
  • Consider the potential for growth and improvement.
  • Focus on acquiring legitimate sites with a solid base of monthly income.
  • Negotiate directly with the buyer to avoid platform fees.
  • Don't always expect to find bargains, but prioritize acquiring quality sites.
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Section 1: Finding neglected niche websites

  • Aggregators are looking for the same thing, but on a larger scale.
  • Building a niche website in the sports news niche can lead to a successful and easy sale.
  • Google values content written by someone with experience and expertise in the niche.
  • Real niche websites that have been neglected can still rank highly in search results.
  • Monetizing a neglected niche website can lead to instant profits.
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Section 2: A real-life example of finding a neglected food blog

  • During a live event, a neglected food blog was found on page two of Google search results.
  • The blog had not been updated in years but was still ranking highly.
  • Despite the owner not wanting to sell, the blog had potential for monetization.
  • Discovering a neglected niche website in a popular niche like paleo is rare but valuable.
  • Buying a neglected niche website in a profitable niche can lead to long-term financial gains.
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Section 3: The potential for big profits in niche website investing

  • Building a portfolio of niche websites can attract the attention of media companies or big buyers.
  • Investors may be willing to pay millions for a successful niche website.
  • Diversifying into other online platforms like YouTube and social media can enhance a niche website's success.
  • YouTube is becoming increasingly important for SEO and content site growth.
  • Teaching beginners the fundamentals of SEO and content sites, but suggesting intermediate students move into YouTube and social media.
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Section 4: The importance of YouTube in niche website growth

  • YouTube is seen as a secondary SEO factor that can boost a niche website's visibility.
  • There is a growing interest in teaching YouTube and social media strategies for niche website growth.
  • YouTube aligns with Google's EAT formula, which values expertise, authority, and trustworthiness.
  • Successful students with affiliate sites are encouraged to explore YouTube once they reach a certain level of income.
  • YouTube can be a valuable tool for diversifying and expanding a niche website's reach.
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Building a List and Strengthening Signals

  • Once you have a content site making around $3,000 to $10,000 a month, it's time to strengthen the heat signals and bring in YouTube and possibly a Facebook page.
  • Building a list is crucial for attracting big corporate buyers who want recurring revenues.
  • Building a following online is important for scaling your business.
  • Students are encouraged to build sites around pseudonyms rather than personal brands.
  • Pseudonyms are accepted by Google and can even lead to opportunities like speaking engagements.
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Using Pseudonyms and Real Names

  • Using pseudonyms is common practice and not a problem for Google.
  • However, using your real name online can make it easier for Google to connect your online presence.
  • Having at least one website in your portfolio with your real name can be beneficial for press releases and YouTube content.
  • Creating online pseudonyms requires more thought and strategy, especially when owning a portfolio of websites.
  • In passion niches, using pseudonyms is not as important as in affiliate sites.
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Leveraging Pseudonyms for Guest Posting

  • Guest posting under a pseudonym is acceptable and can help send signals back to your site.
  • Having your name associated with your main sites can be beneficial for promoting certain products or earning big commissions.
  • As you become more intermediate, consider hiring expert writers who can write under pseudonyms.
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Building Expertise and Authority

  • Building expertise in a niche is easier now than it was 10 years ago.
  • You can use experts in the niche to create content and establish authority.
  • Experts in the niche can be found through Facebook groups or platforms like Upwork.
  • Experts are often willing to link back to their LinkedIn profiles for credibility.
  • Having experts contribute to your site adds instant expertise, authority, and trustworthiness.
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When to Sell a Website

  • Selling a website too early can be a mistake, as the value may increase over time.
  • Many successful entrepreneurs regret selling their websites too early.
  • The decision to sell or hold a website depends on the entrepreneur's goals and priorities.
  • Some entrepreneurs sell when they are nearing retirement age and want to cash out.
  • Young entrepreneurs often sell when they reach a certain level of success and want to move on to new projects.
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Benefits of Selling and Holding Websites

  • Partially selling a successful website and staying on board can be a smart exit strategy.
  • Selling and repeating the process can lead to wealth accumulation.
  • Young entrepreneurs can buy low-cost websites, build them up, and sell them for higher value.
  • As entrepreneurs get older, their priorities may change, and they may prioritize the long-term cash flow of a website.
  • Keeping a website can provide a consistent source of income through compounding over time.
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When to sell a content site

  • Some people set their goal to sell their first site for a million bucks and then roll that into a new deal.
  • Others may sell a site for quick cash flow, but it's not a long-term strategy.
  • The advice is to sit on a good website asset and run it for 10 years to see eight-figure deals.
  • Brokers have said that the difference between seven-figure and eight-figure deals is time, as those who stick with their sites for 10 years see higher valuations.
  • It's important to think carefully before selling a good asset, as the long-term compounding value may be worth more.
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Getting accurate valuation

  • It's crucial to get an accurate valuation of your website before deciding to sell.
  • Speak to a top broker who specializes in selling the type of website you own.
  • An accurate valuation helps plan out the journey of your website and align it with your life goals.
  • High net worth individuals who have exited their businesses have followed this advice.
  • Knowing your goals and getting an accurate valuation helps determine if selling now or in the future is the best plan.
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The impact of AI on teaching

  • The prevalence of AI and AI content has become a favorite topic for the speaker.
  • While the focus has been on SEO and website renovation, AI is now a consideration.
  • When AI tools like Jasper were first introduced, they were tested but not seen as a game-changer.
  • However, the speaker is now interested in how AI will impact teaching and potentially change the content of what is taught.
  • It is an ongoing topic of exploration and consideration.
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AI Generated Content and Google's Changing Stance

  • Article spinners were a failure in Google's eyes.
  • AI generated content was initially discouraged by Google.
  • Google has now changed its stance and said AI generated content is fine as long as it's helpful.
  • AI generated content can be beneficial for beginners in the industry.
  • Passion sites with AI generated content can be successful if they are helpful.
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The Value and Challenges of AI Generated Content

  • AI generated content can speed up content creation.
  • Editing and SEO are still necessary even with AI generated content.
  • Using AI as a tool can be positive, but it should not be used to create generic content.
  • AI generated content can help beginners in content creation.
  • Content sites will still exist as people want expert information.
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The Importance of Smarts in Keyword Research

  • Keyword research and content selection are key money-making skills.
  • Choosing the right content for websites is crucial.
  • The front end of the process is where success lies.
  • Keyword research determines the success of content sites.
  • Expertise and real information are valued by users.
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Where to Find More Information from Matt Raad

  • Visit e-businessinstitute.com for a free masterclass on buying, renovating, and selling websites.
  • Check out the YouTube channel "Digital Investor Show" for more content.
  • Follow Matt Raad on LinkedIn for updates.

Watch the video on YouTube:
Matt Raad on Buying and Selling Content Sites for a Full-Time Living - YouTube

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