A REBRAND WITHOUT LOSING GOOGLE.

NEW BRAND. OLD SEO HISTORY.

The client was not starting from zero.

The business already had traffic and visibility in Google, but it was going through a major rebrand: the brand name changed, and the online presence had to move to a new domain.

That completely changes the SEO problem.

We did not just have to optimise a website. We had to build the new presence without discarding the value the old brand and old domain had accumulated.

At the same time, the new site had technical and on-page issues that needed fixing before optimisation could be scaled.

THE MIGRATION WAS ONLY PART OF THE PROBLEM.

1. [01]

   MISSING META DATA

   Many pages and products had no optimised meta title or meta description, which limited control over how they were understood and displayed in search.

2. [02]

   20,000+ IMAGES

   The site had more than 20,000 images, and ALT text coverage was insufficient. At that volume the problem could not be handled image by image. It needed a scalable approach.

3. [03]

   TECHNICAL ISSUES

   Some pages and internal elements produced errors or did not give search engines a clean enough structure.

4. [04]

   INCONSISTENT NAP

   Name, Address and Phone were not presented uniformly enough across all relevant touchpoints. For a local business, the consistency of this data matters.

5. [05]

   DOMAIN CHANGE

   The new brand had to carry over the relevant signals of the old presence as correctly as possible, without treating the migration as the simple launch of a new site.

WE TREATED THE REBRAND AS AN SEO MIGRATION.

1. [01]

   TECHNICAL AUDIT

   We started with the audit and with the issues that could affect crawling, indexing and how pages worked.

2. [02]

   MIGRATION

   We worked on moving the SEO from the old presence to the new domain and on the signals relevant to the migration.

3. [03]

   ON-PAGE SEO

   We worked on meta titles, meta descriptions, page structure and their relevance for the important commercial searches.

4. [04]

   IMAGES

   For the 20,000+ images, we approached ALT text optimisation as a scaling problem, not as a repetitive manual task.

5. [05]

   LOCAL SEO

   We systematised the NAP information and worked on the consistency of the business's local signals.

6. [06]

   TECHNICAL STRUCTURE

   We fixed the internal issues we identified and made the site easier to navigate for both users and search engines.

7. [07]

   MONITORING

   After roughly one month of intensive implementation, the project moved into monthly maintenance and monitoring.

2.28K CLICKS. 18.2% CTR.

After the rebrand, the migration and the optimisation work, the new presence kept generating visibility and traffic from Google.

These figures are not presented as growth “from zero”. The business had organic visibility before the rebrand too.

What matters is that the new presence stayed active in Search after a major change of brand and domain, while the SEO foundation was rebuilt.

2.28K

CLICKS

12.5K

IMPRESSIONS

18.2%

AVERAGE CTR

7.8

AVERAGE POSITION

465 IMPRESSIONS IN GENERATIVE SEARCH.

The site also appears in Google's reporting for generative/AI features.

For the period analysed, the report shows 465 impressions, with visibility present throughout the whole period displayed.

465

AI / GENERATIVE SEARCH IMPRESSIONS

A REBRAND SHOULD NOT MEAN AN SEO RESET.

When you change the name and domain of a business that already gets traffic from Google, the risk is not only technical.

You can lose part of the visibility built over time if the migration, the structure of the new site and the local signals are not handled together.

In this project, the goal was to make the new presence solid enough to keep competing in a very crowded local category.

THE FOUNDATION IS DONE. AUTHORITY IS NEXT.

After roughly one month of intensive implementation, the project moved into monthly maintenance.

We keep monitoring performance and identifying new optimisation opportunities.

The next planned stage is building off-page authority through backlinks relevant to the new domain.