A lot of work goes into rebranding and choosing a new company name that encompasses everything you offer and clearly and succinctly communicates with your target audience. But all too often, companies have this happen within a series of meetings to hash out names, colors, style guides and press releases, yet forget to involve their digital marketing teams in the process.
When SEO isn’t involved in rebranding, we often see these regrettable results:
SEO has a place in all 3 stages of a rebrand and renaming:
By involving your SEO team in these 3 stages, you’ll ensure a minimal loss of traffic and leads with a rebranding and the smoothest experience for people already familiar with your brand.
That’s right, we’re here to make sure you don’t pick the wrong name. If you come up with a new company name, we can research how people would search that name and what associations that name has. Here’s how that played out across 3 rebranding campaigns just in the first half of 2022 alone:
A senior living community was looking to rebrand and brought in the Attane SEO team on the 2 final contenders for the new name. We found that the community picked a name that shared a name with a correctional facility about 20 miles away, which meant when people search for their senior living community, the correctional facility would also show up in search results. Because the community brought the SEO team in early, they were able to nix this name suggestion before they put in time and money for creative branding.
A community with lake access picked a simple name, in the format of regional name + lake. After they changed their name, they found their organic positions dropped significantly. Worried, they came to the SEO team asking us to investigate.
We found that by choosing a simple format of regional name + lake, they now have to compete with Google bringing up all the local county lakes in search results before bringing up their senior living community.
Since this happened after the rebrand, the community is having to deal with lower discoverability than they had with a past name, and the only way to resolve it would be to change their name again.
Domain authority is a search engine ranking score that predicts how likely a website is to rank in search engine result pages (SERPs). Domain authority scores range from 1 to 100, with higher scores corresponding to greater likelihood of ranking. A brand-new domain will have a domain score of 0, and a longtime, major website like Amazon will have a domain score near 98.
With a name change often comes a domain (URL) change. When you change a domain, you’re starting back at 0 with your domain authority. Your SEO team can set up 301 redirects from your old domain to your new one so that Google shares the domain authority of your old domain to your brand-new domain.
An SEO team will also set up individual page-level redirects to ensure a good user experience for anyone who has saved an old email or bookmarked a page. We’ll make sure that even if they have an outdated URL on your old domain saved, they’ll be redirected to the content they were expecting.
In the mid-stage of a rebrand, your SEO team can build a road map to maintaining brand awareness and branded traffic after a name change. We’ll provide a list of things our team needs to change a name on a local listing (the verification process is complex these days). We’ll also provide a plan for where we should have mentions of the old brand name after the rebrand, including meta descriptions, local listings posts, in key content areas such as the About page, and more.
In the final stage, your SEO team will work to implement everything listed in the brand awareness road map as soon as the rebrand is launched.
Examples of post-launch rebrand work:
At Attane, we think of everything when it comes to rebranding your senior living or 55+ community. You benefit from experienced writers and designers, and you have the digital marketing team here to guide you through the process to have a successful rebrand without sacrificing website traffic and leads.
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