Rebranding: risks and SEO tips

Rebranding: risks and SEO tips

SEO Tip 1: Do not take advantage of the rebranding to completely redesign your site

It can be very tempting to kill two birds with one stone, but this would represent too great a risk if you want to maintain your SEO positioning, so it is not a good idea.

Indeed, changing brand implies a change of domain name and therefore its lot of redirection. This does not present a major risk unless your redirects refer to very different pages (content, Hn or meta tags, etc.). In this case, Google will have to spend more energy to analyze your new content and gauge if it is as relevant as the previous ones and if your new page “deserves” to maintain its visibility.

We generally recommend spacing out a rebranding and redesign of at least 6 months until the Googlebots and other search engines have become accustomed to the new domain name.

SEO Tip 2: Do not anticipate a communication upstream of the domain name change

The launch of a new brand can be done before the launch of the new site.

Ideally, it is advisable to plan before the site launch its new visual communication, especially if your old brand had a certain notoriety, and to warn your customers and partners of the upcoming arrival of this change.

By exploiting Social Networks or Emailing levers, warn as many people as possible of the upcoming change. A dedicated communication strategy may be implemented.

Anticipate the change of brand by planning to exchange with the publishers of sites generating backlinks to your site so that they can, at the right time, modify their backlinks so that they point to the new domain name.

SEO Tip 3: Forget redirecting all or part of your URLs

In order for engines to understand the NDD change made, 301 redirects are essential.

They will not only guide the engines and visitors from the old domain to the new one, but the 301 redirects will have the advantage of transmitting the link juice of the backlinks that could not be adjusted.

Setting up partial redirects involves a risk of landing your visitors on 404 pages. In addition, if you have followed tip #1, your URL slugs will not have changed, only your domain name , so setting up a global redirect is easy to implement.

SEO Tip 4: Do not anticipate a drop in visibility during a rebranding

Any change on a site presents risks. Domain name changes are no exception. To believe and make believe that this will have no impact on your visibility, your traffic or your sales will be heresy.

Study upstream your data related to expressions allowing you to be visible thanks to the Search Console. Sort your data to differentiate your Brand visibility and your Non-Brand visibility and expect Brand traffic to be impacted in the first weeks after the change.

Therefore, it is not illogical to choose the right period for a rebranding in order to minimize the impact on your activity. August is typically an ideal month in many sectors of activity, but other times may be more favorable for you.

SEO Tip 5: Do not completely abandon your communication on your old brand

In order to continue to attract traffic through searches related to your original brand, set up an Ads campaign on your old name. This will allow you to keep part of the traffic flow linked to Brand searches and at the same time prevent one of your competitors from taking advantage of this flow.

SEO Tip 6: Fail to audit the site under the new domain name

The technical audit of the site is a task not to be forgotten.

In addition to setting up redirects, care should be taken to ensure that the new site minimizes internal redirects. For this, it will be necessary in particular to check if links to the old domain are still present to correct them.

Also, this audit will determine an action plan for post Rebranding corrective adjustments.

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