Search engine optimisation (SEO) is a factor that those developing new websites may be particularly likely to focus on, but one expert has called for rebranded sites to do the same.
According to Alistair Turner, managing director of Aspectus PR, there are a number of search-related issues that businesses should consider when rebranding their websites to fit a new corporate image, Real Business reports.
He explained that search can affect decisions such as the new name of the company, as choosing a memorable title could help web users when searching for the firm via a website such as Google or Yahoo!.
Furthermore, it is important to ensure that the website is fully optimised for search engines, Mr Turner stressed. He also touched upon the significant issue of domain names, as it may be pointless settling on a new name if the internet domain is not available.
Michael Martinez of the VisInsights blog looked into the SEO implications of moving to a new domain name last year. In his post, he noted that rebranding can lead to a temporary drop in website traffic, usually lasting several weeks or months.
However, he cited one case where a website rebranding project took two years because the new domain name had not been properly checked out – it later emerged that the domain had been blacklisted by search engines.
Mr Martinez offered a useful checklist for those concerned about how they can complete a rebranding exercise with minimal disruption to internet marketing efforts, which included points such as mentioning the rebranding in all short-term advertising campaigns and creating a URL map for all content pages being transferred from the old to the new domain.
And don’t forget to let business partners, customers and the media know of the revamp – according to Open magazine, a well thought out email marketing strategy can help to do this with minimal fuss.
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