Re-branding expired domains

from personal observations, google seems to pass seo value through backlinks only when the niches match. the only exception is for extremely strong backlinks.

there were experiments where a domain’s original niche was changed, and while there was a temporary positive effect, it quickly faded. this just confirms the observation—google recalculates the domain’s ranking over time.
Thanks. When was these personal observations? Did you do the test yourself? What kind of domain/niche it was and what kind of site did you built on that? How long did it rank first and how quickly rankings disappeared?
 
Has anyone had any success in 2024-2025 with completely re-branding expired domains and fully changing it from the original topic to something completely different?

Or does Google just devalue the links then?

Looking for real experiences, not just echo chamber telling something that someone else said. I mean, this used to work back in 2015-2016 even people were saying the same thing back then.
I tried this once, and it failed miserably. I bought it, rebranded it, and worked on it for about a month using social media, Pinterest, and SEO. Then, it suddenly dropped to zero impressions and clicks. Even tho now, the pages are still indexed on Google and Bing, but they have no impressions. I didn’t receive a manual action, so I’m not sure if it was due to some of those unofficial Google update.
 
I tried this once, and it failed miserably. I bought it, rebranded it, and worked on it for about a month using social media, Pinterest, and SEO. Then, it suddenly dropped to zero impressions and clicks. Even tho now, the pages are still indexed on Google and Bing, but they have no impressions. I didn’t receive a manual action, so I’m not sure if it was due to some of those unofficial Google update.
When was this, when exactly did it drop in rankings? Do you still have the domain/site - if so, do you mind if I take a look? Have you tried anything to recover the site?
 
When was this, when exactly did it drop in rankings? Do you still have the domain/site - if so, do you mind if I take a look? Have you tried anything to recover the site?
imma send u some screenshots once i have it on me , it wasnt really ranked that much it was just starting to pick up some impressions and clicks than went back to zero , i started it january it worked for exactly one month , no i didnt try to recover it the fall seemed to hard to be saved
 
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