PUBLISHED: June 27, 2023
In the world of business, change is a constant companion. Companies merge, acquire and rebrand to stay competitive. However, during these transformations, an essential component often overlooked is Search Engine Optimization (SEO). It’s a cornerstone factor in preventing the loss of online branding elements throughout the mergers and acquisitions process.
Digital branding is more than a logo or a catchy tagline; it’s the cumulative impact of a company’s online presence. It includes everything from your website to social media, search engine visibility, customer reviews and more. Keeping your keyword, domain age, domain authorities, and page authorities benefits during a merger or acquisition is incredibly crucial.
Since mergers and acquisitions involve the combination of two or more companies into one, it can lead to confusion for customers and search engines alike if not managed correctly. That’s where SEO comes in.
SEO plays a vital role in maintaining the digital presence and brand identity of the merged entity. It’s like the invisible thread weaving through all your online assets, ensuring they’re found, recognized, and trusted by search engines and users alike.
Without a properly executed SEO strategy, mergers and acquisitions can negatively impact a company’s digital branding. It can lead to reduced organic search visibility, website traffic, and ultimately revenue.
There are several strategies that can help ensure your SEO remains robust and your digital brand power preserved during mergers and acquisitions.
An SEO audit is the first step in any merger or acquisition. It involves a detailed analysis of all the websites involved to understand their strengths, weaknesses, and opportunities for SEO alignment.
An SEO audit identifies potential issues that could harm your search engine rankings, provides insights into past SEO strategies, and helps you create a roadmap for future SEO success. It should always be part of your initial discovery, research & analysis.
Once you’ve audited the websites, it’s time to align SEO strategies. This involves harmonizing keywords, metadata, backlink profiles, and other SEO elements across all sites.
SEO strategy involves migrating and merging the content from all involved sites into a single, unified website. This approach requires careful planning and execution to avoid losing search visibility.
Consolidating web content helps to avoid content duplication, increases the domain’s authority, and improves the site’s ability to rank in search engines.
Rebranding in mergers and acquisitions often involves changing domain names. Make sure the old domain’s SEO value is transferred to the new one by using proper redirect strategies.
Ensuring your NAP information is consistent across the web is crucial. It affects local SEO rankings and provides trust signals to both search engines and users.
Never overlook SEO during a merger is essential to save your digital branding power. Plan well ahead of time and execute carefully. You can successfully navigate this process and emerge with a stronger online presence.
Founded by Tana M. Llinás, Brand Poets is a collective of strategists, storytellers, and digital artisans crafting smart, poignant brands and digital marketing solutions that command attention.
To ask questions about your brand or digital marketing, click here.