SEO: What You Need to Consider When Rebranding - Blog

SEO: What You Need to Consider When Rebranding

In part three of this three-post series, Pri Kruijen shares the key considerations you need to think about when rebranding, with a list of critical tasks you can do in as little as thirty minutes a day.

Read Post One | Read Post Two

SEO: What You Need to Consider When Rebranding

SEO: What You Need to Consider When Rebranding –

Keep Content That Performs

Redesigning your website is a great time to evaluate what is currently working so you can decide what needs removing. Once you know what works, you can continue with creating more of the content your dream customer wants to read and improve your rankings.

Tasks to do in 30 minutes or less:

  • Assess your Google Search Console and Google Analytics data to analyse which pages that have been performing well for you. You can do this by looking at the number of sessions per page in Google Analytics and the number of clicks and average position in Google Search Console. You want to ideally remove any pages that have a look number of sessions and clicks will low rankings
  • Combine mid-ranking content into one page

Re-optimise your website

Once you know which pages you are keeping, you can optimise them on your new domain. This is a great time to make the most of your search analytics and optimise your website.

Tasks to do in 30 minutes or less:

  • Have a look at the performance section in your Google Search Console account and check what keywords and phrases your clients are looking to search for you.
  • Use these in your page titles, meta descriptions and headers to optimise each page.
  • Refresh any content you have that may be irrelevant or out of date to your new business.

Redirect Your Pages

One of the big issues with rebranding websites is not redirecting pages. I’ve seen sites that have updated their homepage with a button that merely asks users to click on a button to go to their new site. While this may seem an acceptable user experience, it doesn’t tell Google that your website has been redirected. It also doesn’t update all your product pages or blog posts in Google’s index which means you may miss out on visitors looking for you.

Tasks to do in 30 minutes or less:

  • Set up a list of all the old URLs with the new and updated URLs
  • Get your web designer to set up a rule, so that old pages are sent to the relevant new pages. If a page is removed entirely, send it to the relevant category page
  • Check your old homepage redirects to the new homepage.

Update Backlinks

Backlinks are links from another website to yours and a vital aspect of SEO. When a website links to you, they are telling Google that you can be trusted so you want to make sure that you contact all the relevant websites so they can link to your new URL.

Tasks to do in 30 minutes or less:

  • Use a tool like Ahrefs (there is a trial version for $7 for seven days which should be long enough) to check for your backlinks.
  • Make a list of all of the backlinks that you think is relevant to your business that you would want to keep. The critical aspect of backlinks is understanding the domain authority, keep any links that are over 40
  • Contact each website to tell them you have rebranded and wanted to update them so they can change the link to your new site.

Evaluate ranking fluctuation

Keeping on top of ranking fluctuations can be difficult but one you need to keep an eye to make sure your rebranding has been successful. There will either be a sharp decline in traffic and rankings, or it may be slow over several weeks and months.

Tasks to do in 30 minutes or less:

  • Collect as much information about the launch of your new website. This includes your Google Search Console and Google Analytics accounts, the date of the launch, the old vs new URLs that you redirected as well as any historical keyword data that you may have.
  • Deep dive into both accounts to see if there has been a drop in traffic. Your Google Analytics account should be your first point of call where you check your organic traffic. You can do this by clicking on Acquisition – All Traffic – Channels. You may want to look at organic only or have a look at all the other source types to see if there is a problem. If it’s the redesign of your website, then you’ll see issues with the organic channel only
  • In Google Search Console review the performance section, compare your historical rankings to your current ones to see if you have lost any keyword positioning
  • In Google Analytics, review landing pages report (Behaviour – Site Content – Landing Page) to see if any specific pages have lost traffic 


Hopefully, this gave you some ideas on how to improve your visibility as a rebranded business in 2019 by making the most out of your SEO strategy.


I’d love to know your thoughts on today’s blog post, connect with me on Instagram @brilliantlyvisible or join in the conversation over in the Facebook Community

Next time I will be back with tips to make the most out of your Google My Business account. In the meantime, if you have any questions about building an SEO strategy get in touch.