Rebranding yourself can be an overwhelming process, which is why many businesses avoid it altogether. Yet despite issues it can raise with SEO, rebranding could also be an effective way to increase your brand value. Even if it comes at the temporary cost of your SEO rankings, rebranding is a worthwhile endeavor for many businesses, and you can still protect your rankings while going through the effort. Here are some tips to make sure your rebranding doesn’t come at the cost of your rankings, based off an article I found online:
Try to keep the same domain name: Changing the domain name of a brand means you’ll lose the ranking power of that domain and have to start from scratch. While that’s hardly ideal, keeping the old domain name isn’t always practical; brand that participate in mergers often phase-out their old trademarks and share an entirely new name. If you do need to change your domain name, try to preserve your original content, use proper redirects and keep your old site up for a few days to minimize any SEO damage.
Make sure your contact info is up-to-date: Co-citations are very important for SEO, especially for local businesses. Google bots crawl the web and scrutinize contact information to determine rankings, you your contact information on other profiles should closely match your website’s. If you’re changing your actual location, you need to update that information on your directory listings, your Google “My Business” page and all other off-site profiles.
Try to maintain the same URL structure: If you’re properly using redirects, preserving your URL structure isn’t that important. Yet it can reduce any potential setbacks if you’re trying to manually change internal links that you could otherwise forget to redirect. Preserving your structure can help reduce the risk of human error and lead to fewer broken links.
Update your authorship: Authorship doesn’t have the same level of importance as if once did, but is still a huge part of the ranking algorithm, so you need to make sure it’s updated. Reach out to contributors and ask them to update your website domain in their contributor links. As long as you’re still in touch with your contributors, this should be easy.
Start promoting your new name: A large amount of organic search traffic comes from visitors searching for brand-name keywords. So unless your new name is a slight variation of your old brand, you’ll most likely lose a large amount of brand-name traffic. Make sure you inform your existing customers and new contacts about your new company name, and update business cards to reflect the name change. You’ll also want to make sure your employees get into the habit of talking about their new brand name.