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        Switching URLs after acquisition to retain domain authority?

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        • genevieveagar
          genevieveagar last edited by

          Hey everyone! My company just acquired our biggest competitor and we're switching to their platform because they have a better technical structure for SEO--what's the best way to do that, other than a 301 redirect? Can we even rename their domain to ours? How do we ensure we keep both our and their domain authority and SEO juice? Thanks!

          1 Reply Last reply Reply Quote 0
          • ViviCa1
            ViviCa1 last edited by

            Assuming you are keeping your domain, what you should do is 301 redirect your old pages and your competitor's old pages to your new pages.

            You can't rename their domain to yours but you need to redirect it to yours. You will also have to continue to keep ownership of the domain (renew it when necessary) to be able to benefit from the domain authority and "link juice".

            1 Reply Last reply Reply Quote 0
            • cranchi
              cranchi Subscriber last edited by

              Google Webmastertools is the best way they have a move URL tool.

              1 Reply Last reply Reply Quote 0
              • iugac
                iugac @Dalessi last edited by

                I agree with William. However, I want to add that you should also try to change all the direct links as much as you can. So, besides the internal 301 from the "old" domain to the "new" one, I would have a list with all the links you get to the "old" domain and try to change them to point directly to the relevant page on the "new" domain. There are a lot of good articles on moving a website domain. It takes a lot of work and a huge attention to detail. But if you do it right, it's worth the hassle! Let me know if you need more info.

                1 Reply Last reply Reply Quote 0
                • Dalessi
                  Dalessi last edited by

                  Well, that seems more like a business strategy question than a technical one. You need to decide if you are still going to operate the companies separately or are going to merge one into the other. If you are going to operate under just one name and domain I would make a big marketing push to let everyone know that you are merging the companies into one and that this is our new business strategy and "Domain Name".

                  Then after some time has passed I would start redirecting all the content and traffic to the "NEW" site. with the standard 301 procedures. Making sure that everything you are keeping is redirected properly will help keep about 85% of the "Link Juice". There is always a little lost basically from how the algorithms work, but that is out of your control.

                  iugac 1 Reply Last reply Reply Quote 0
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