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Traffic, Trends, and Red Flags: The Investor’s Guide to SEO Valuations

Flippa EMEA Director, Sebastien Stanley-Jones and SEO Partner & Founder of Webify, Igal Stolpner, hosted a webinar exploring how search visibility impacts business valuations and what buyers and sellers should pay attention to during due diligence.

The session covered everything from Google updates and GA4 data to AI visibility and branded search strength — all through the lens of maximizing exit value.

Watch the full webinar replay here >

Key Takeaways for Sellers

• Fix technical SEO issues before going to market, as these are often the first red flags buyers identify

• Be transparent about how your business was affected by Google updates and how you recovered

• Set up GA4 key events tied to revenue so buyers can clearly understand where conversions and sales come from

Key Takeaways for Buyers

• Traffic without context is easy to manipulate — always cross-reference GA4 with Google Search Console

• Heavy traffic concentration in only a few keywords creates valuation risk and should be priced accordingly

• Strong branded search volume is one of the clearest indicators of a defensible, high-quality business