Rebrand and Retain Current Marketing Results: Migrating Your Startup’s Website Without Losing Rankings
Building a brand can be tough and at times it could be important to rebrand. This could be due to former management accepting a lower quality of work being produced for customers. The obvious truth is that if it is possible not to rebrand and recover this is the best option which will be discussed below. The current marketing team could have spent thousands of dollars in advertisements and content over the years. The last thing anyone wants is to lose all of these rankings simply due to a rebrand. A law firm might need to do this when they add a new partner or subtract another from the firm name. Below are tips to rebrand while retaining rankings when migrating your startup’s website.
Can Your Former Brand’s Reputation Recover?
Getting consultants to see if your current brand can recover is important. There could be a lot of money that needs to be spent to shed an old reputation. Hopefully, members of the staff were not included in a number of articles that covered the reason the startup is rebranding. Recovery can take time but it is better to get through tough spots early than constantly rebrand each time something goes very poorly.
Claim Social Media Profiles/Change Current Ones
Social media profiles need to be claimed and names changed on accounts where possible. The last thing you want to do is lose all of your positive ratings when a change of name is possible. Social media accounts are important to migrating especially if your startup already has a solid social presence. Other times, it is important to distance the brand from the old name if their was a PR nightmare of some kind.
Claiming The Most Relevant URL
Claiming a name will have to be done with research as you want URLs that are available. There could be a patent on a particular name so make sure that you are not infringing on any established brands. The last thing you want is to have people opt for a competitor due to a confusing or tough to remember URL.
Web design needs to be a huge focus during migration to a new site. User experience matters and can help drive more leads through the website.
Repurposing Blog Content
Repurposing blog content is important as there could be content that is valuable that will be wasted otherwise. Link building is important when trying to build up the rankings for a new URL. Getting new content written is not necessary if old content can be repurposed. Changing the wording can get rid of the chance of duplicate content penalties from Google. Only do this with the popular posts or those that are still relevant to today’s business trends.
Rebranding can be a tough task but it doesn’t mean all work done in the past is worthless. If the agency that you work with isn’t confident in its ability to do this, enlist a company comfortable with this and web design. Web design with SEO in mind is important when it comes to ranking for certain keywords and loading times.