What to watch for.
THE HISTORY RISK
A name previously used for spam, malware or worse carries reputation problems.
Those follow the name, not the owner.
HOW TO CHECK
Archive services show what the site contained previously.
Search the name and see what appears.
THE RIGHTS RISK
A name matching a brand may have been abandoned for a reason, or may attract a claim.
THE LINKS ILLUSION
Existing links are sometimes artificial, or from places you would not want.
Age and links do not automatically confer value.
THE RENEWAL RISK
The original owner may renew. Nothing is certain until the name is yours.
THE PENALTY RISK
A name previously penalised by search engines does not recover simply because it changed hands.
WHAT TO DO
Check history before bidding, not after.
WHAT TO AVOID
Bidding on a name because of claimed metrics you cannot verify.
WHAT THE MARKETPLACE SHOWS
What it can genuinely establish. Where a figure is unavailable, it says so.
