The Wayback Machine has a cool new feature for looking at the historical changes of a web page.
The color scale shows how much a page has changed since it was last cached & you can select between any two documents to see how a page has changed over time.
You can then select between any two documents to see a side-by-side comparison of the documents.
That quickly gives you an at-a-glance view of how they’ve changed their:
- web design
- on-page SEO strategy
- marketing copy & sales strategy
For sites that conduct seasonal sales & rely heavily on holiday themed ads you can also look up the new & historical ad copy used by large advertisers using tools like Moat, WhatRunsWhere & Adbeat.