Rebrands are one of those non-trivial business decisions that usually require not only content but also design, including structural web changes or migrations.
It is critical to take SEO into consideration during rebrands to avoid brand related rankings and traffic loss and any potential negative influence on “non-branded” queries rankings targeted by the impacted pages.
Besides following general web migration SEO best practices, during a rebrand, it’s specifically critical to:
- Keep the relevance towards the old brand (as well as products, services or business non-branded queries) while also becoming relevant to the new one.
- Avoid losing the link…