Navigating a rebrand often leads to a temporary decline in both branded and non-branded website traffic. This challenge is common across industries, especially following significant changes such as mergers, rebranding initiatives, or shifts in corporate strategy. However, with a focused recovery plan that spans technical SEO to strategic marketing efforts, it’s possible to regain and even enhance your site’s traffic.
Understanding the Impact of Rebranding on Traffic
Rebranding can disrupt your established web presence, affecting user behaviour and search engine rankings. Whether you’re dealing with a name change, a new website design, or both, understanding the specific causes of your traffic drop is crucial for effective recovery.
Technical SEO Adjustments and Website Redesigns
If your rebrand includes launching a new website design, expect a longer recovery period. A simple name change is more straightforward; it can be addressed through press releases, influencer endorsements, and direct communications to existing customers. For name changes, you can typically see traffic begin to stabilize within a few days to two weeks, provided the change is well-publicized and the URL migration is handled correctly.
For more comprehensive overhauls that include a change in the website’s codebase, expect search engines to take time to reassess your site’s relevance and user experience. To mitigate this, avoid launching a new name and a completely redesigned website simultaneously. Instead, stagger these changes to give search engines and users time to adjust.
Identifying the Source of Traffic Declines
Start by analysing traffic data from before and after the rebrand. Look specifically at:
- Traffic by Channel: Identify whether the drop is across all channels or specific to one, like social media or organic search.
- Content Categories: Check if the drop is isolated to specific product categories or site sections.
- Campaign Performance: Evaluate PPC campaigns to see if changes in branding are affecting ad performance and click-through rates.
URL Migrations and Domain Changes
URL changes require careful handling to preserve search rankings. Make sure to:
- Update your Google Search Console and sitemaps.
- Monitor and request indexing for critical pages.
- Ensure your site maintains a robust internal linking structure to support crawlability.
- Confirm that all old URLs properly redirect to the relevant new URLs.
Combining Multiple Websites
Merging multiple sites or product lines presents unique challenges. Ensure that canonical tags are properly set before redirecting URLs. If merging content, choose the best-performing elements from each site to create a unified user experience.
Leveraging Affiliates and Social Media
Affiliates can accelerate recovery by promoting the rebranded site to new audiences. Focus on affiliates who can drive their own traffic rather than those relying on intercepting your visitors. Coordinate with them to create buzz around the rebrand through exclusive content and promotions.
On social media, update all profiles and actively engage with your audience to build recognition for the new brand. Utilize trusted influencers to help convey the change to a broader audience and enhance trust in the new brand.
Final Thoughts on Traffic Recovery Post-Rebrand
Rebranding is a strategic risk that can temporarily impact web traffic. By applying a meticulous SEO strategy, engaging actively on social media, and leveraging affiliate networks, you can not only recover lost traffic but also establish a stronger online presence under your new brand. Remember, the key to successful recovery lies in detailed planning, timely execution, and continuous monitoring of your new brand’s performance across all digital platforms.