HOW TO REBRAND YOUR BUSINESS WITHOUT IT TANKING YOUR SEO
Rebranding your business website can be a tricky and lengthy process with a risk of a significant number of things that can go wrong. Often, SEO takes a backseat when a company is rebranding its image. You might have worked hard to improve the ranking of your website on search results, and then you move to a new website, which means you need to reconsider your SEO strategy to maintain and improve your ranking.
It is essential to incorporate SEO tactics to avoid losing your traffic and related rankings. Be sure to consult our SEO professionals if you are unsure about how to keep your new brand SEO-friendly. Here are some tips that can help you with the SEO friendly rebranding:
Deciding on a Name
If you are going with radical rebranding, then you would also be considering changing the name of your business. A new name is also necessary if you are hoping to rise from the ashes or are looking for market expansion.
Make sure the new name is memorable and reflects your unique brand image, while also being relevant to your target audience. Your domain name and the company name have to be the same to enhance the visibility on search engines. Here are some more things to consider:
- The domain name must be easy to recall, easy to spell, and concise.
- Adding keywords in the domain name can increase the SEO efforts, but ensure it fits organically otherwise it won’t work
- Always research the potential name on social media platforms as well. You need a name that is consistent in all platforms
You might decide that you want the website to have a different URL structure. You will have to make sure that the old pages are redirecting to the new website in the relevant pages. To make things easier for you, prepare a spreadsheet to organize all the URLs. This might take time but will make the transition smoother without any mistakes.
When rebranding your website, it is essential to design it, so it is also mobile friendly. Google aims to make it the search experience effortless for mobile users. It indexes the mobile version of a website when ranking it instead of the desktop version. Therefore, your website must be mobile responsive and compatible to rank high in the search engine results page (SERP).
The Loading Time
The page speed is another crucial factor to consider. Your SEO efforts will go to waste if your website takes more than a few seconds to load. Your website load within the first two to three seconds, or you must lose your potential clients. As a result, your website will have a high bounce rate and low engagement rate, and Google will label it as not user-friendly.
Keep the Content
If your previous website has well-optimized content, then don’t throw it away. Use that content by updating it and making it SEO-friendly before you add it to the new website. Well-written, informative, and easy to read content can keep your target audience coming back for more.
Perform an SEO audit or hire SEO experts to perform it for you to adjust and optimize the content with better keywords. Keeping the original content would be simple using a URL redirect, and also help you in maintaining your authority and authorship in the eyes of Google.
In case using your old content is not an option, you will have to start all over. You can still replicate some of your older posts or rewrite them from a fresher perspective, aside from adding new content.
Retaining your brand’s online presence all through the rebranding process can add value to your overall business. Optimizing the rebranded website with SEO best practices can be a major part of this process.
Rebranding certainly doesn’t mean you have to lose the traffic and organic search rankings. Still, it is an opportunity to target newer keywords, securing the old rankings of the brands while also getting new ones. Avoid rushing the process, be patient, and ensure to maintain the relevance to your old brand with a fresher new look.
If you want to stand out of the crowd and don’t lose your uniqueness, while also incorporating the best SEO practices, get in touch with illumin8 Digital Marketing today!