TMCnet Feature
June 04, 2020

4 Key SEO Considerations While Changing Domains & Rebranding

What is SEO?

Search engine optimization simply a process used to increase the quality and quantity of traffic on any website. This also increases the visibility of any webpage for the users of the website search engine. If done by good hands like Orlando SEO, it is a good internet marketing strategy that considers the operation of different search engines. It also finds what people are looking for, actual search terms or keywords are written in them, search engine research, and who are the recipients of your target audience.

SEO is done to make the website able to receive more visitors from a search engine, and it makes the website ranking higher on the search engine results page (SERP). These visitors can later become customers. Different companies like Orlando SEO company provide SEO. But if you are making a new brand image and changing domain soon? Here are the top four things to keep in mind to ensure SEO-optimized domain rebranding and migration.

Rebranding and Migration

Everyone does rebrand for a reason. Whether following the acquisition of a company or a business decision, changing the name of the company (and often the domain name at the same time) poses certain risks to organic search and performance of a website.

Not only the traditional SEO migration considerations, but there are also many other factors to consider during a rebrand and domain migration. Orlando SEO company can also help out in SEO while rebranding.

In this article, I will Find out what some of these considerations have been, from experience.

1- If possible, generate signals beforehand.

There are numerous examples of successful migration without any effect on organic search and performance. Starting creating signals before migration, using the website and domain above as a vehicle to provide transition signals quickly, can make the process easier for both users like Google (News - Alert).

Signals to increase the appearance of the two websites/brands can be generated in several ways:

  • Internally, through content changes and metadata.
  • Outwardly, through traditional marketing and public relations.
  • It is also recommended to keep elements of old marks in new metadata.

2- If possible, keep the URL structures.

During any migration, URL structures and content placement changes can create headaches and potential risks.

Maintaining identical or similar URL structures and maintaining content levels can mitigate many of these risks and prevent the consolidation of multiple signals. This also simplifies redirects, because they can also be done via a single rewrite in the ht access file.

However, it will be better if you also consider the history and links of the previous domain. Google has a defined path, and it always follows that path. Over time, the old URL will have collected links that point to URLs other than 200 and will have undergone modifications and possible restructuring of its own.

As a result, you may also need to compile a full redirect list and process to keep all of the above signals and equity.

3- Accommodate searches for previous brands via content

People will continue to search for the old brand for years to come if they switch from brand X to brand Y.

Concrete example: Demandware.

According to Ahrefs, he still has a volume of research in the United States. The USA From 2800, although it was renamed Salesforce Commerce Cloud about three years ago (which, by comparison, has an American search volume of 2500).

This can be done by:

  • Support sections.
  • Blogs
  • FAQ pages.

Users (new and existing) may still have questions about the old platform.

Leaving this traffic to the whims of third-party sites or competitors to satisfy your requests can be a missed opportunity.

4- Generate new signals

One of the major mistakes that I have seen different companies undergo during a rebrand and domain name change is that they analyse traffic and rank "KPIs."

They don't generate new signals for the unique domain and brand through link building, digital public relations, or traditional marketing.

Instead, they see organic as a canal in a silo.

When creating redirect lists, you will identify links of great importance, potentially with a brand or commercial anchors that point to the previous domain.

These may still be awareness targets for trying to update the link, but these efforts do not replace the new signals put into the mix.

Examples of rebranding and domain migration

As with many SEO practices, best practices are often defined in theory, and the practical application varies to accommodate other variables, including business needs, resources, and battery platform limits.

Demandware Becoming Salesforce Commerce Cloud and MaxCDN Becoming StackPath are two examples of large companies that have undergone a name change as part of a brand change or acquisition and are migrating capital from one area to another. If you are still confused, don't hesitate to contact Orlando SEO consultant.

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