Rebranding your business can be exhilarating, but it’s crucial to consider how it might affect your website’s search engine ranking (SEO). Changing your domain name can cause a temporary dip in visibility if not handled correctly.
Why SEO Matters
Search engines prioritize trusted websites that consistently deliver relevant content to users. When you switch domains, you’re essentially starting fresh in terms of SEO trust. This guide outlines a step-by-step process to minimize SEO impact during your rebrand.
Preparation is Key
Full Website Backup
Before any changes, create a complete website backup. This ensures you have a copy of your existing site in case of any issues. Many WordPress websites offer backup plugins like UpdraftPlus or VaultPress.
Staging Site Creation
Build a staging site – a temporary website for testing your new design and content. If it’s just a domain change, the staging site will be a copy of your existing one. For a full rebrand, you’ll also make design and content adjustments here.
Maintaining Search Engine Visibility
URL Redirects
Create a list of all your current website pages and blog posts. Each one needs a redirect to the corresponding page on the new website. This ensures users searching for your old content land on the correct page.
Here are some redirect examples:
- Simple Change: From
olddomain.com/contacttonewdomain.com/contact(when the page structure remains the same) - Non-Existent Content: Let’s say your blog post on “5 SEO Tips” doesn’t fit the new branding. You can redirect it to your new blog’s homepage (
newdomain.com/blog).
Internal Link Updates
Internal links help users navigate your website. Ensure all internal links within your content are updated to reflect the new domain name.
Launching Your New Website
Go Live and Announce
When the staging site is complete and the rebranding finalized, it’s time to launch your new website. Update your customers and social media profiles with the new domain name.
Additionally, inform search engines of the change using their webmaster tools:
- Google: Change of Address Tool (https://support.google.com/webmasters/answer/9370220)
Post-Launch Maintenance
Redirect Setup and Testing
Ensure all redirects are set up correctly on your live website. This might involve using a plugin or a technical update to your website’s code (htaccess file).
Most web designers or agencies can handle this step for you.
Monitor Results
Monitor your website traffic and search rankings after the migration. You might see a slight decrease initially, but it should rebound if you followed these steps.
Also, watch for “404 errors” indicating users trying to access non-existent pages. These could highlight redirect issues needing correction.
Strengthening Your Presence
Backlink Outreach
Links from other websites (backlinks) improve your SEO. You can use tools like Semrush Backlink Analytics (https://www.semrush.com/analytics/backlinks/) to identify websites linking to your old domain.
Reach out to the website owners with a valuable link to your company and request they update the link to point to your new domain.
Remember, rebranding can be a positive change for your business. By following these steps, you can minimize any SEO disruptions and ensure your website continues to thrive in search results.
