Skip to content
    Moz logo Menu open Menu close
    • Products
      • Moz Pro
      • Moz Pro Home
      • Moz Local
      • Moz Local Home
      • STAT
      • Moz API
      • Moz API Home
      • Compare SEO Products
      • Moz Data
    • Free SEO Tools
      • Domain Analysis
      • Keyword Explorer
      • Link Explorer
      • Competitive Research
      • MozBar
      • More Free SEO Tools
    • Learn SEO
      • Beginner's Guide to SEO
      • SEO Learning Center
      • Moz Academy
      • SEO Q&A
      • Webinars, Whitepapers, & Guides
    • Blog
    • Why Moz
      • Digital Marketers
      • Agency Solutions
      • Enterprise Solutions
      • Small Business Solutions
      • The Moz Story
      • New Releases
    • Log in
    • Log out
    • Products
      • Moz Pro

        Your all-in-one suite of SEO essentials.

      • Moz Local

        Raise your local SEO visibility with complete local SEO management.

      • STAT

        SERP tracking and analytics for enterprise SEO experts.

      • Moz API

        Power your SEO with our index of over 44 trillion links.

      • Compare SEO Products

        See which Moz SEO solution best meets your business needs.

      • Moz Data

        Power your SEO strategy & AI models with custom data solutions.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Free SEO Tools
      • Domain Analysis

        Get top competitive SEO metrics like DA, top pages and more.

      • Keyword Explorer

        Find traffic-driving keywords with our 1.25 billion+ keyword index.

      • Link Explorer

        Explore over 40 trillion links for powerful backlink data.

      • Competitive Research

        Uncover valuable insights on your organic search competitors.

      • MozBar

        See top SEO metrics for free as you browse the web.

      • More Free SEO Tools

        Explore all the free SEO tools Moz has to offer.

      NEW Keyword Suggestions by Topic
      Moz Pro

      NEW Keyword Suggestions by Topic

      Learn more
    • Learn SEO
      • Beginner's Guide to SEO

        The #1 most popular introduction to SEO, trusted by millions.

      • SEO Learning Center

        Broaden your knowledge with SEO resources for all skill levels.

      • On-Demand Webinars

        Learn modern SEO best practices from industry experts.

      • How-To Guides

        Step-by-step guides to search success from the authority on SEO.

      • Moz Academy

        Upskill and get certified with on-demand courses & certifications.

      • MozCon

        Save on Early Bird tickets and join us in London or New York City

      Unlock flexible pricing & new endpoints
      Moz API

      Unlock flexible pricing & new endpoints

      Find your plan
    • Blog
    • Why Moz
      • Digital Marketers

        Simplify SEO tasks to save time and grow your traffic.

      • Small Business Solutions

        Uncover insights to make smarter marketing decisions in less time.

      • Agency Solutions

        Earn & keep valuable clients with unparalleled data & insights.

      • Enterprise Solutions

        Gain a competitive edge in the ever-changing world of search.

      • The Moz Story

        Moz was the first & remains the most trusted SEO company.

      • New Releases

        Get the scoop on the latest and greatest from Moz.

      Surface actionable competitive intel
      New Feature

      Surface actionable competitive intel

      Learn More
    • Log in
      • Moz Pro
      • Moz Local
      • Moz Local Dashboard
      • Moz API
      • Moz API Dashboard
      • Moz Academy
    • Avatar
      • Moz Home
      • Notifications
      • Account & Billing
      • Manage Users
      • Community Profile
      • My Q&A
      • My Videos
      • Log Out

    The Moz Q&A Forum

    • Forum
    • Questions
    • Users
    • Ask the Community

    Welcome to the Q&A Forum

    Browse the forum for helpful insights and fresh discussions about all things SEO.

    1. Home
    2. SEO Tactics
    3. Intermediate & Advanced SEO
    4. Changing Brand and Domain Name - SEO Impacts

    Moz Q&A is closed.

    After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.

    Changing Brand and Domain Name - SEO Impacts

    Intermediate & Advanced SEO
    4
    5
    3573
    Loading More Posts
    • Oldest to Newest
    • Newest to Oldest
    • Most Votes
    Reply
    • Reply as question
    Log in to reply
    This topic has been deleted. Only users with question management privileges can see it.
    • piazza
      piazza Subscriber last edited by

      Hi everyone

      I'm hoping a few of you can help me out...

      We're an online-one retailer and we're currently looking at rebranding.
      This is for commercial reasons:

      • Our current name is difficult for customers to spell
      • It's not wholly representative of what we now offer
      • We want to push offline and social marketing to help increase or DA

      In a nutshell, our current name implies 'cheap' and we're moving more upmarket.
      Our DA is only 10, and a re-brand will make our brand more marketable.
      A stronger brand and DA will help us climb up the rankings quickly - last year we ranked no 1 for a relatively competitive term before dropping a few places.

      In terms of current traffic:

      • 30% is via SEO (we have a low DA but rank ok for certain phrases)
      • 70% is via adwords

      We had our website redesigned last year and it performs well. 
      The idea is to have a new brand logo and colours and move to a new domain.
      We will keep all our existing products and content.

      Please could anyone let me know the implications of this move?
      What are potential pitfalls, and what will we need to do to alert Google?
      I have read about 301 redirects, would these be required?

      As always, any help is very much appreciated.

      Many thanks

      Abs

      1 Reply Last reply Reply Quote 0
      • varun1800
        varun1800 last edited by

        Hi Abs,

        Changing brand and domain name are very crucial steps, so it requires proper attention and good strategy prior to the implementation. These changes can have the serious impact on the SEO work and branding you have ever done.

        Below is the list of recommendation that you should follow:

        1. Redirect all the old website URLs to the relevant URLs of the new website

        2. Keep a close eye on Google webmaster to analyze and fix 404 errors

        3. If you have subdomains linking to old website, redirect them to the new domain

        4. Setup sitemap for your new domain

        5. Do press release for your new brand so that visitors can know about the change

        6. Perform Google Adwords for rebranding message like We have shifted to a new brand.

        After following above steps, keep analysing your website to check the impact of domain change and rebranding on your website. So that you can fix the problems as soon as possible.

        The real example of rebranding is Odesk, which has become Upwork now. You can get the detailed information of my mentioned point in the below link:

        http://searchengineland.com/odesk-upwork-migrate-domain-not-kill-seo-223494

        Hope this will help.

        Regards,
        Varun

        1 Reply Last reply Reply Quote 0
        • piazza
          piazza Subscriber @Bigb06 last edited by

          Hi Nicolas,

          Thanks for your response. 
          I'll read it in conjunction with any other posts and if I have any questions I'll be sure to come back to you!

          Abs

          1 Reply Last reply Reply Quote 0
          • Bryggselv.no
            Bryggselv.no last edited by

            Seems like there's a double post here, so I'll copy my answer from the other:


            Ok, so a few years ago, I helped a multinational/multidomain corporation with a massive restructuring of their IA and domain portfolio (a total of 21 websites in 15 languages).

            You can read all about it here https://moz.com/blog/restructuring-your-website-and-how-to-minimize-traffic-loss

            In short, what you wanna do is:

            1. Create XML sitemap for old website
            2. 301 each individual page from Old Domain to exactly or closest corresponding page on New Domain
            3. Ping search engines from the old site with the old XML sitemap, so that they may as quickly as possible discover the move
            4. Keep a close eye on Google Webmaster Tools for crawl/error messages and indexation issues
            5. Track # of indexed pages on Old and New domain
            6. Submit new XML sitemap from New Domain 2 weeks after launch
            7. Also consider identifying your most important links via OSE or Majestic, and ask owners to update their links to the new domain.

            Hope this helps 🙂

            1 Reply Last reply Reply Quote 1
            • Bigb06
              Bigb06 last edited by

              You must carefully prepare the migration :

              • 301 all old urls to new ones, for example with htacess. To be sure, you can crawl your website for example with Xenu, and then test if all urls have been correctly redirected
              • redirect email boxes
              • list your top links with opensiteplorer and ask webmasters to change the links url
              piazza 1 Reply Last reply Reply Quote 1
              • 1 / 1
              • First post
                Last post

              Got a burning SEO question?

              Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.


              Start my free trial


              Browse Questions

              Explore more categories

              • Moz Tools

                Chat with the community about the Moz tools.

              • SEO Tactics

                Discuss the SEO process with fellow marketers

              • Community

                Discuss industry events, jobs, and news!

              • Digital Marketing

                Chat about tactics outside of SEO

              • Research & Trends

                Dive into research and trends in the search industry.

              • Support

                Connect on product support and feature requests.

              • See all categories

              Related Questions

              • seoelevated

                Old brand name being suffixed on Google SERP listings

                At the end of some of our listings in Google search results pages, our old brand name is being suffixed even though it is not in our title tags. For context, we re-branded several months ago, and at that time also migrated to a new domain name. Our title tags have our current brand name suffixed, like "Shop Example Category | Example©". In the Google search results, but not in Bing nor Yahoo, about half of our pages have titles whcih instead look like this: "Shop Example Category | Example© - oldBrandName". The "dash" and the old brand name are not in our title tags, but they are being appended, even when our title tags are fairly long. For example, even with titles at 54 characters (421 pixels), the suffix is being appended. BUT, not with our longer title tags. We are actually OK with the brand name being appended if our title tags are on the shorter side, but would prefer that our current brand name be appended instead of the older one. I realize we could increase the length of all our title tags, and perhaps we may go that route. But, does anyone know where Google would be getting the old brand name to append onto the URLs? We've checked and it is not in our page source (the old brand name is used in our page source in some areas of text and some url paths, but not in any kind of meta tag). Per Google's guidance (https://www.searchenginejournal.com/google-do-not-put-organization-schema-markup-on-every-page/289981/) we only have schema for the "Organization" on our home page, and not on every page. So, assuming this advice is correct to not add schema to every page, how can we inform Google of our current brand name so that it stops appending our old brand name on pages?

                Intermediate & Advanced SEO | | seoelevated
                0
              • kvivek05

                SEO Impact of External links in JS tag

                We have our JS tag and iframe tag being used over by 100 leading websites. What would be the SEO impact if we added a follow link in the iframe. Would it have any negative impact ? Vivek

                Intermediate & Advanced SEO | | kvivek05
                0
              • vinodh-spintadigital

                Does having a different sub domain for your Landing Page and Blog affect your overall SEO benefits and Ranking?

                We have a domain www.spintadigital.com that is hosted with dreamhost and we also have a seperate subdomain blog.spintadigital.com which is hosted in the Ghost platform and we are also using Unbounce landing pages with the sub domain get.spintadigital.com. I wanted to know whether having subdomain like this would affect the traffic metric and ineffect affect the SEO and Rankings of our site.  I think it does not affect the increase in domain authority, but in places like similar web i get different traffic metrics for the different domains.  As far as i can see in many of the metrics these are considered as seperate websites.  We are currently concentrating more on our blogs and wanted to make sure that it does help in the overall domain. We do not have the bandwidth to promote three different websites, and hence need the community's help to understand what is the best option to take this forward.

                Intermediate & Advanced SEO | | vinodh-spintadigital
                0
              • LJHopkins

                Domain dominance

                I've just started to work for a company who've purchased masses of domains with every conceivable permutation based on all their products with every extension possible e.g .biz  . eu. .net (including .co.uk and .com of course). I have two questions: 1. Is it worth keeping all these (they want to add more) domains or let them expire? 2. All the purchased domains are online - is there any point (they redirect with a 301)?

                Intermediate & Advanced SEO | | LJHopkins
                0
              • IsaCleanse

                Redirect domain or keep separate domains in each country?

                Hi all Hoping this might be something that can be answered given the number of variables 🙂 
                My main site is www.isacleanse.com.au (Obviously targeted to Australian Market) and also www.isacleanse.co.nz targeted to NZ. The main Keywords im targeting are 'Isagenix' for both and also Isagenix Australia, Isagenix Perth, Sydney (Australian cities) and Isagenix NZ, Isagenix New Zealand, Isagenix Auckland etc.. for NZ The Australian site gets a lot more traffic and Australian market gets a lot more searches - I also have a section www.isacleanse.com.au/isagenix-new-zealand/ on the Australian site. The question is am I best off redirrecting the .co.nz domain completley to the Australian Domain to give it extra SEO Juice?

                Intermediate & Advanced SEO | | IsaCleanse
                0
              • Sam-P

                Would changing the file name of an image (not the alt attribute) have an effect of on seo / ranking of that image and thus the site?

                Would changing the file name of image, not the alt attribute nor the image itself (so it would be exactly the same but just a name change) have any effect on : a) A sites seo ranking b) the individual images seo ranking (although i guess if b) would be true it would have an effect on a) although potentially small.) This is the sort of change i would be thinking of making : ![Red ford truck](2554.jpg) changed to ![Red ford truck](6842.jpg)

                Intermediate & Advanced SEO | | Sam-P
                0
              • jhariani

                SEO Impact of High Volume Vertical and Horizontal Internal Linking

                Hello Everyone - I maintain a site with over a million distinct pages of content. Each piece of content can be thought of like a node in graph database or an entity. While there is a bit of natural hierarchy, every single entity can be related to one or more other entities. The conceptual structure of the entities like so: Agency - A top level business unit ( ~100 pages/urls) Office - A lower level business unit, part of an Agency ( ~5,000 pages/urls) Person - Someone who works in one or more Offices ( ~80,000 pages/urls) Project - A thing one or more People is managing ( ~750,000 pages/urls) Vendor - A company that is working on one or more Projects ( ~250,000 pages/urls) Category - A descriptive entity, defining one or more Projects ( ~1,000 pages/urls) Each of these six entities has a unique (url) and content. For each page/url, there are internal links to each of the related entity pages. For example, if a user is looking at a Project page/url, there will be an internal link to one or more Agencies, Offices, People, Vendors, and Categories. Also, a Project will have links to similar Projects. This same theory holds true for all other entities as well. People pages link to their related Agencies, Offices, Projects, Vendors, etc, etc. If you start to do the math, there are tons of internal links leading to pages with tons of internal links leading to pages with tons of internal links. While our users enjoy the ability to navigate this world according to these relationships, I am curious if we should force a more strict hierarchy for SEO purposes. Essentially, does it make sense to "nofollow" all of the horizontal internal links for a given entity page/url? For search engine indexing purposes, we have legit sitemaps that give a simple vertical hierarchy...but I am curious if all of this internal linking should be hidden via nofollow...? Thanks in advance!

                Intermediate & Advanced SEO | | jhariani
                2
              • Colage

                Multiple stores & domains vs. One unified store (SEO pros / cons for E-Commerce)

                Our company runs a number of individual online shops, specialised in particular products but all in the same genre of goods overall, with a specific and relevant domain name for each shop. At the moment the sites are separate, and not interlinked, i.e. Completely separate brands. An analogy could be something like clothing accessories (we are not in the clothing business): scarves.com, and silkties.com (our field is more niche than this) We are about to launch a related site, (e.g. handbags.com), in the same field again but without precisely overlapping products. We will produce this site on a newer, more flexible e-commerce platform, so now is a good time to consider whether we want to place all our sites together with one e-commerce system on the backend. Essentially, we need to know what the pros and cons would be of the various options facing us and how the SEO ranking is affected by the three possibilities. Option 1: continue with separate sites each with its own domains. Option 2: have multiple sites, each on their own domain, but on the same ecommerce system and visible linked together for the customer (with unified checkout) – on the top of each site could be a menu bar linking to each site: [Scarves.com] – [SilkTies.com] – [Handbags.com] The main question here is whether the multiple domains are mutually beneficial, particularly considerding how close to target keywords the individual domains are. If mutually benefitial, how does it compare to option 3: Option 3: Having recently acquired a domain name (e.g. accessories.com) which would cover the whole category together, we are presented with a third option: making one site selling all of these products in different categories. Our main concern here would be losing the ability to specifically target marketing, and losing the benefit of the domains with the key words in for what people are more likely to be searching for (e.g. 'silk tie') rather than 'accessories.' Is it worth taking the hit on losing these specific targeted domain names for the advantage of increased combined inbound links?

                Intermediate & Advanced SEO | | Colage
                0

              Get started with Moz Pro!

              Unlock the power of advanced SEO tools and data-driven insights.

              Start my free trial
              Products
              • Moz Pro
              • Moz Local
              • Moz API
              • Moz Data
              • STAT
              • Product Updates
              Moz Solutions
              • SMB Solutions
              • Agency Solutions
              • Enterprise Solutions
              Free SEO Tools
              • Domain Authority Checker
              • Link Explorer
              • Keyword Explorer
              • Competitive Research
              • Brand Authority Checker
              • Local Citation Checker
              • MozBar Extension
              • MozCast
              Resources
              • Blog
              • SEO Learning Center
              • Help Hub
              • Beginner's Guide to SEO
              • How-to Guides
              • Moz Academy
              • API Docs
              About Moz
              • About
              • Team
              • Careers
              • Contact
              Why Moz
              • Case Studies
              • Testimonials
              Get Involved
              • Become an Affiliate
              • MozCon
              • Webinars
              • Practical Marketer Series
              • MozPod
              Connect with us

              Contact the Help team

              Join our newsletter
              Moz logo
              © 2021 - 2025 SEOMoz, Inc., a Ziff Davis company. All rights reserved. Moz is a registered trademark of SEOMoz, Inc.
              • Accessibility
              • Terms of Use
              • Privacy

              Looks like your connection to Moz was lost, please wait while we try to reconnect.