Science & Technology

How to reduce SEO risk after brand change

Are you thinking of changing your brand name and domain name?

There are many reasons companies want to rebrand. However, while rebranding is exciting in itself, it is full of pitfalls and potential problems that must be avoided.

One of the biggest and most common issues with rebranding is potential SEO loss. There is a risk of losing internal link juice, backlinks, brand queries, etc.

However, you can significantly reduce that risk by using some of the recommended methods.

In this post, I’ll share some tips on how to minimize potential SEO losses during and after rebranding.

1. Save content

Before diving into the essential technical details to mitigate SEO risk, it’s a good idea to talk about content storage.

Before you start the rebranding process, jump to your Google Analytics account to identify the best performing content pages on your website. Identify the best performing and most valuable pages so you can save them.

This audit is also important if you later decide to make changes to the content (and if so). For example, combine pages to create a long SEO guide or avoid cannibalism of keywords.

Content is an important pillar of SEO. Maintaining well-optimized, high-performance content is important because it can get you off to a very much needed and lucrative start after a brand change.

2. Save URL

As with saving content, it’s important to save URLs as much as possible.

If you want to completely rebrand your business, including changing your trade name, be aware that the URL will obviously change. However, it can be beneficial to keep the URLs as similar as possible.

Therefore, if possible, maintain the URL structure as much as possible. This method has three major advantages:

  • Returned website visitors can rest assured that they are accustomed to the URL structure. This will improve your website’s navigation experience.
  • Integrating several signals can also help mitigate risk.
  • You can easily redirect by just rewriting the htaccess file once.

3.301 Set the redirect

You will have many redirects during the rebranding. This is an important part of the process and is easy to make mistakes.

Redirects pass the fairness of the page and link the juice to another URL. To ensure the best results, make sure that:

  • Set up 301 redirects (persistent redirects)
  • Set redirects to correctly relevant pages

4. Custom 404 page

After rebranding, 404 errors may increase. It’s common because there are pages that I don’t intend to keep anymore.

One way is to redirect all these pages to your home page, but we don’t recommend it. Not only does this affect the user experience, but search engines may also consider this behavior to be operational.

Therefore, it’s a good idea to analyze each page you’re trying to destroy and create a relevant 301 redirect. For pages that don’t fit anywhere, it’s a good idea to create a custom 404 page with as much detail as possible.

Custom 404 pages provide an opportunity to retain users with relevant and helpful links. In addition, you can remind your website visitors that you have just made a brand change (by mentioning both the old and new trade names).

5. Signal

One of the most important things after a brand change is to create a Google signal, notify you of the brand change, and help connect the two businesses.

This is very important. After months, you’ll notice that people are searching for your old brand name.

There are two types of these signals:

  • Internal signal: Internal signals refer to changes made on your website. This includes creating signals through content, internal links, internal citations and references, metadata changes, and more.
  • External signal: On the other hand, external signal refers to the creation of related signals from external websites. This includes traditional marketing practices, external citations, backlinks and press releases.


Search visibility, keyword rankings, organic traffic, and organic MQL are expected to decline after the rebranding. This is especially true if most of the organic traffic comes from brand queries.

Things usually improve after a few months. However, it can be costly for many companies.

The tips described in this article can be used to mitigate the SEO risk associated with rebranding your business. The rebranding process does not have to be overwhelming or overly complex, but it does require a clear action plan to minimize the potential loss of organic traffic and MQL.

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How to reduce SEO risk after brand change How to reduce SEO risk after brand change

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