Columnist Andrew Shotland presents a case study in how to rebrand and switch domains while preserving (and even improving) your search engine optimization.
When I was told that our client, oDesk, was planning on rebranding their company to Upwork, the “domain migration” alarm bells immediately went off in my head.
As Search Engine Land readers know, these pages are littered with horror stories of domain migrations that have done serious SEO damage. For instance:
- How One Brand Switched One Million URLs and Lived To Tell About It: 5 Questions With HomeAdvisor.com
- You Don’t Have To Be Nuts To Worry About Changing Your Domain Name
While the basics of SEO for domain migrations are straightforward, betting your business that both Google and your team will get it right is, in fact, a big bet. One read of that HomeAdvisor post should be enough to put off anyone from attempting the switch…
From oDesk To Upwork: How To Migrate A Domain And Not Kill Your SEO
