Re-branding checklist

23rd March 2018 | Leigh Brown | Search Engine Optimisation

Many dental practices undergo a re-brand from time to time to give their dental practice a new identity and image. However, if your re-brand involves changing the name of your practice then below are a few things you will want to be aware of.

1. Changing your domain name

If you are changing the name of your practice you will most likely need to change your domain name as well. However, when you load the website onto this new domain you will need to make sure that you have setup a redirect from the old domain to the new domain and submitted a “change of address” in Google’s Search Console.

2. Google My Business

Your Google My Business listing which displays in Google Maps will also need to have its name updated. If you have access to your business listing it is very straightforward. However, if you do not have access to your listing you will need to either claim your listing of submit feedback to Google to have the listing updated.

3. Citations

Citations are mentions of the practice’s name, address and phone number or NAP. Google use these citations as a way to verify your business and if your NAP is consistent across the web this enhances your listing’s SEO.

As the name of your practice has changed you will need to update this across your citations.

4. Links

Your old website might have links from other websites pointing to it and whilst the redirects from the old site to the new site will help to pass across most of the SEO benefit these links have, it might be best to contact the webmasters of these other sites to have the link updated.

Links pointing directly to your new site will be more valuable than links being redirected to your website.

5. Keeping Your Old Domain

Many website owners believe that once they have re-branded under a new name and everything has been setup that they can discard the old domain name. However, it is best to keep hold of the old domain because, as mentioned above, there will be links pointing back to the old domain that need to be redirected to the new domain. By discarding the old domain you might be breaking the link chain and the old links can no longer pass on the SEO benefit and traffic to your new website.

I hope you find the above useful and if you need help with the re-branding of your dental practice, please give Dental Design a call on 01202 677277.

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