Rebranding can be such an overwhelming process for businesses that many avoid it altogether due solely to the headaches it creates for their CMO and SEO departments.
Despite the issues you may have with your own SEO,however,rebranding can be an effective way to increase your long-term brand value.Even if your SEO rankings do suffer temporarily,this is still a worthwhile endeavor for many businesses.
Here are some tips to make sure that while you’re rebranding:
1.Try to keep the same domain name
Rbranding process due to the risk of losing organic search rankings.Brands that participate in mergers often phase-out their old trademarks and share an entirely new name.This obviously means they have to move their site to a new domain.If you must change your domain name, here are several things you can do to avoid having your rankings fall:
Try to preserve your original content:ven if you are setting up an entirely new domain and website,try to replicate your old content as best as possible.If the search engines have been crawling your website for a long time,you’ll have earned a lot of authority for your content and will notice a sharp drop in rankings if you don’t keep it on your new site.
Use redirects properly:once recreated your content,make sure the crawlers can easily access it. Start by creating a list of your old URLs and redirecting them to the new content pages.If you have never done a 303 redirect.
Keep Your Old Site Up for a Few Days:Your actions may still create confusion for the search engine crawlers even if you set up your redirects properly.It may take a few days for the search engines to realize they are visiting a site on your new IP address.
2.Make sure your contact information is up-to-date
Co-citations are very important for SEO,especially for local businesses.If you’re changing your physical location as part of your branding strategy,you need to update that information on your directory istings,your Google “My Business” page and all other off-site profiles.
3.Try to maintain the same URL structure
Preserving your URL structure isn’t that important if you’re using redirects properly.However,it can reduce the headaches involved if you’re trying to manually change internal links that you might otherwise forget to redirect.
4.Update your authorship
Authorship doesn’t have the same level of importance as it did when it was first introduced.despite any rumors to the contrary.Therefore,you need to make sure that your authorship is updated.Reach out to your contributors and ask them to update your website domain in their contributor links.This is very easy to do as long as you’re still in touch with your contributors.
5.Start promoting your new name
A substantial amount of organic search traffic comes from visitors searching for brand-name keywords. Unless your new name is a slight variation of your old brand,you are probably going to lose a large share of your brand-name traffic.Make sure you inform your existing customers and new contacts about your new company name,and update your business cards to reflect the name change.You’ll also want to make sure your employees get in the habit of introducing themselves under your new brand name as soon as possible,so that their new contacts know what company to search for.
Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.