Businesses decide to rebrand due to various motivations. Maybe they want to appeal to a new target market, or they may have outgrown their current image. Whatever the reason, you can do a few things to ensure your rebranding doesn’t negatively impact your search engine ranking.

Here are some tips to refresh your brand without damaging your search engine rank:

Handle the Preparatory Work

The initial step for any rebranding project is to perform some preliminary work. For instance, you need to examine your current brand and SEO strategy closely. 

What’s working and what isn’t? What keywords are you ranking for, and how much traffic are they bringing in? What can you change about your brand without losing your hard-earned search engine rankings?

Answering these questions will help you determine the new direction your brand should go.

Research Your New Brand Name

Before considering changing your brand name, you need to do your research. Make sure that the new name you’re considering is available – you don’t want to end up with a trademark dispute on your hands.

You should also go through to see if the domain name for your new brand name is available. If it’s not, you may be able to buy it from the current owner.

Set Up 301 Redirects

Once you’ve finalised your new brand name and registered the corresponding domain name, it’s time to work on 301 redirects from your old domain to your new one.

301 redirects are essential because they tell search engines that your website has moved permanently to a new location. This ensures that the change will not impact your website’s ranking.

Update Your Google My Business Account

Login to your Google My Business accounts and click on the listing for your business. Then, click on the “Info” tab and scroll down to the “Additional Information” section. You’ll notice a field where you can enter your new website URL.

Enter your new URL and then click “Apply.” Google will review your request and, if approved, will update your listing.

Updating your Google My Business listing is the best way to inform Google of your rebrand and ensure that your ranking is not affected.

Update Your Website

Next, you need to update your website with your new brand name and logo. Make sure to update your website’s pages, your social media profiles, and any other online properties you own.

Set a Checklist

Making a big decision to rebrand can be harmful if you don’t take caution. With all the changes you’ll make, it’s vital to read into how these adjustments will perform.

First, make sure that your new website is well-optimised for SEO. This means using the proper keywords, having quality content, and having a mobile-friendly design.

You should also ensure you’re redirecting old website pages to new ones. This way, any links and traffic you’ve built to your senior site will be redirected to your new site.

Finally, keep an eye on your website’s analytics during and after your rebrand. This will help you identify any issues with your new site and ensure your ranking is not affected.


Rebranding can be a big operation, but it doesn’t have to be stressful, especially with the assistance of a brand agency. Additionally, rebranding while keeping you in the search engine rank is a complex but necessary task for any business. By following the proper steps and taking the time to research your options, you can make sure that your new brand identity is a success.

Kiin Agency is a well-rounded and full-featured digital brand agency in Chippendale that can help brands survive and thrive in today’s ever-changing and complex landscape. By bringing together strategy, creative thinking, design, technology, and media, we give our clients an edge to help them stand out from the competition. Contact us today to learn more about how we can help you thrive in today’s competitive landscape.