There are important changes to consider if your business is planning on rebranding or changing your domain name. Companies rebrand all the time for a variety of different reasons. Whether it’s a business acquisition or partnership, changing the company name, or something else. It introduces a potential risk to the website’s organic search performance. A migration can go off without a hitch, though, read our full blog to learn about all of the factors to consider when changing your domain or rebranding.
Introduce Your Rebrand
When you decide to change the name of your company or business, it’s essential to send out signals to visitors beforehand. Use your old/current website and domain to express that you have a change coming. Sharing the name of your new website on your old one will help both users, and Google associates the new website with the old site. You can create content to help express this message, edit the meta titles, and description of your website and more to tie the websites together. You’ll also want to make sure that your social media, email marketing, and other channels all have the same messaging as your website. Consistency is key.
Retain URL Structures If You Can
When a web migration happens, some of your URL structures could change, and that can cause headaches and confusion. Keeping similar or the same URL structure and content structure will help keep UX good for your users and won’t trip up search engines either. It also makes redirects for your site easier to organize and keep track of.
Own Your Brand
If your brand name is changing, a certain percentage of visitors won’t be familiar with your new brand, no matter how many signals you’ve put out. People will still be searching for your old brand, and some will do so for years to come. To still rank well for your old brand, remember to have content that calls back to your old brand. This can be easily implemented into a support section of your website, a blog article, a FAQ page or an “About Us” page. For some time, it’s inevitable that there will be some confusion around your brand; the best strategy is to address the confusion and answer user questions head-on.
Create New Signals for Your Rebrand
Oftentimes, marketers make the mistake of focusing solely on traffic recovery after a rebrand. You need to continue to send messages to your users and Google that your company is now going by a new name. Your brand and marketing overall aren’t projects that have an end date. Continually analyze your traffic with tools like Google Analytics and Google Search Console to learn and create content to help ease the transition. Put yourself in the shoes of the user, and it will help you rebrand more effectively.
Contact our team at Boston Web Marketing if you need assistance with your rebrand or digital marketing strategy overall. You can reach us at 857-526-0096.