The old brand name must be accommodated in content on site as people might still search for it.
This article suggests ways in which businesses can retain the benefits of SEO accumulated so far, even while moving from one domain to another. Firstly, send out signals of an upcoming transition through PR and marketing efforts.
Retaining a similar URL structure to the existing one is recommended as it lowers SEO risks and helps in the consolidation of signals. This also helps simplify the redirect process. To prevent rankings from dropping, marketers must try to retain existing content wherever possible.
Every page from the existing site must be redirected to the corresponding page on the new site to maximise SEO efforts. Use traditional marketing, digital PR and link building to generate new signals for the domain.
[4 minute read]