You would definitely look at the keyword rankings and traffic from search engines. This would help you see how the searches will result in real money conversions.
Let say certain keywords on page 2 of google is bringing in most of the traffic and converting well. By investing in some more SEO, you might be able to reach the first page on google a see your conversions increase.
Definelty look for potential in the sites before buying. Is it in the right niche? Will you need do do some redesigning? What are the other competitors? How much more work and costs will need to invested to reach future goals.
Based on the current revenue and the above info you can better value the site for yourself. Some people might value it more becuase they have a better idea on how to increase the conversions fast and cheap.
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