How to Improve Your Website’s SEO During Rebranding

Branding | |By: Abby Kougher

Your SEO performance is crucial to your business growth, but one false move when you start your website redesign process during a rebrand, and you might see your website traffic come to a screeching halt.

SEO is activity that improves your search engine rankings, while playing by Google’s rules and algorithms. Navigating the world of SEO can feel complex at times, especially if you’re new to the lingo. Here’s how you can work through what feels like an SEO labyrinth, because boosting your SEO while rebranding can help keep customers flowing to your website.

Structure matters

A complex or poorly laid out website will suffer from poor performance in search engine results pages. Streamline your structure by planning out the hierarchy before redesigning the website.

The hierarchy is how a user will move through your website. They usually start on the home page and click on menus and links to get to other content. You will want the user experience to be logical. This can be achieved by limiting the number of main categories and having a good balance with your subcategories—and knowing what your audience wants and needs to see when they visit your website (which can be obtained through research!).

Content is key

Great websites have great content, and when visitors like your content, they will spend more time on your website. The longer they stay, the better your SEO ranking will be, because the interest of visitors demonstrates that you have worthwhile and engaging content.

Speed up

You only have a few seconds to make an impression on a visitor. How many of those seconds do you want your visitors to spend waiting for a page to load?

It can take just seconds to lose a potential customer. Pages that load slowly will tell Google that your website is not user-friendly. To speed up your pages, enlist the help of your rebranding experts to take the following steps:

  • Utilizing a content delivery network (CDN)
  • Lowering server response time
  • Using browser caching
  • Enabling compression
  • Reducing HTTP requests

Get mobile

If your website isn’t optimized for mobile use, you’re missing out on site visits and customers. It’s vital to ensure that your new webpages are mobile-friendly as a lot of your traffic will be coming from mobile devices like phones and tablets. When ranking SEO, the mobile version of your site will be indexed by Google, not the desktop version, so ensure the mobile version of your site is optimized and in full working order.

Connect the old to the new

If you are changing your website domain as part of a rebrand, you need to make sure you map all pages from your old site and connect them to the new ones using redirects. This ensures you will maintain search engine ranking and authority.

Failure to do so will result in broken links and lost business. And if this feels like a foreign language to you, enlist the help of the experts!

Keep reviewing

Finally, it’s important to remember that the rebranding process isn’t a one-time only event. Continually monitor and audit your website performance for any issues and rectify them accordingly, refresh content and images, keep up with blog posts if you feature a blog on your site, and above all, make sure you’re maintaining relevancy.

And finally, the team of experts at C-leveled are just a phone call away… whether you need help evaluating your brand, improving SEO, redesigning and optimizing your website, or something else. Let’s get started today with a free brand consultation and build something great together.

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Strategic guide to rebranding

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