If you are planning to change domain names as part of a new website launch or rebrand, it is important to understand the search engine optimization, or SEO, impact of changing domain names and how to mitigate the risk of losing organic traffic as a result of the change in domain name.
Does Changing Domain Names Affect SEO?
Yes, changing domain names will likely affect your SEO performance. If you currently have rankings on page one of Google, for example, then you can definitely expect to see an impact after changing domain names.
This is because your old domain has a history attached to it, and also likely has existing backlinks (which are like clout points for Google and are part of Google’s algorithm). Your new domain likely has no history associated with it, so you’ll be starting from scratch. This is just like being the new kid in town — it takes time to build a new reputation.
In this article, we’ll talk about what to expect during a domain name transition and provide a step-by-step SEO plan for managing the domain name change effectively, along with downloadable templates to help you execute this plan.
How Will Changing Your Domain Name Impact SEO?
When changing domain names, you should expect it will take a minimum of three months to regain your previous organic rankings, but it could take up to six months or even one year in some cases.
To stay on the shorter end of that timeline, you will need to be sure you properly migrate and redirect your content from your old domain to your new domain and invest effort in link outreach/link building for the new domain. Use the checklist and templates at the end of this article to successfully navigate your domain name change.
In my career as an SEO consultant, I've worked with several brands that wanted to change domains. Here is an example of a perfectly-executed domain name change and migration where all necessary SEO steps were promptly acted upon, and furthermore, the new website had additional SEO-friendly content to grow rankings even further. This brand only experienced two months of downtime, but I always set the expectation with my clients that they should plan on a minimum of three months to be safe:
*This data is taken from a past project from my project portfolio.
Before we dive into the critical SEO steps you’ll need to take during a domain migration (along with templates), we’ll address some of the most common questions on changing domain names.
I’m ready for the checklist! Jump to the domain migration steps and templates.
Frequently asked questions about SEO impact of changing domains
What are the risks of changing domain names?
Here are the specific risks of changing domain names, especially if your current domain already sees organic traffic from Google:
- Temporary loss of any existing Google rankings for at least three months.
- Temporary decrease or temporary elimination of organic traffic.
- Therefore, temporary loss of revenue or leads from organic traffic.
- Reduced or eliminated website traffic from referral sources, such as links from other websites. Avoid this loss by redirecting your old domain and all old URLs to the new domain/new URL.
- Increased SEO cost/investment for the new website, because you will have to build the backlink authority on your new domain from scratch.
Is it a good idea to change domain names?
It is a good idea to change domains if that is the right decision for your brand and your business. If changing domain names is part of a rebrand or expansion that will allow for greater business growth, then it is worth the temporary downtick in organic traffic. However, the decision shouldn’t be taken lightly or decided on a whim.
How To Change Your Domain Name Without Negatively Impacting SEO?
To change your domain without affecting SEO long term, follow these basic steps:
1. Migrate all content from the old domain to the new domain.
2. Maintain the same keyword optimization during that content migration.
3. Redirect the old domain and the old URLs to the new domain/new URLs.
4. Acquire quality backlinks to the new domain.
We’ll go into more detail about each step below. Remember, it is realistic to expect a temporary decrease in organic traffic, however, this checklist will help minimize that downtime as much as possible.
Changing domain names is like rerouting an old highway. It’s a big change, but if you provide plenty of signage, drivers can easily navigate to the new highway. All of the steps below revolve around providing adequate “road signs” for search engines and help to build trust in your “new highway” (or new domain).
Changing domain name SEO checklist:
Bonus steps:
- Verify your new domain in Google Search Console (see instructions here)
- If your old domain was verified in Search Console too, submit a "Change of address" (under Settings in the left-hand menu) under your old domain’s property.
Use the following two templates to assist with migrating and redirecting content:
Domain name changes can be a large undertaking with many steps involved, but if handled correctly from an SEO perspective as outlined above, you can experience a smooth transition with minimal downtime.
SEO Tools for Domain Name Change and Impact Tracking
Changing your domain name is a significant step that requires careful planning and monitoring. Here are key SEO tools to help you manage the transition smoothly and track its impact on your website's performance:
- Google Search Console: This tool is essential for monitoring your site's performance after a domain change. You can submit your new sitemap, check indexing status, and track any errors that may arise during the transition.
- Google Analytics: Use Google Analytics to analyze traffic patterns on your existing site before and after the domain change. To ensure you maintain search traffic, set up goals to track conversions and monitor user behavior to assess how the transition affects engagement.
- SEMrush: This powerful tool allows you to track your keyword rankings and visibility. After changing your domain, you can compare performance metrics with your previous domain to identify any fluctuations.
- Ahrefs: Monitor your backlinks and check for any lost links during the transition. Ahrefs also offers keyword tracking to help you assess how your rankings are impacted over time.
- Screaming Frog SEO Spider: Use this tool to crawl your website before and after the change. It helps identify issues such as broken internal links, missing redirects, and duplicate content that could affect SEO.
- Sitebulb: Similar to Screaming Frog, Sitebulb provides detailed insights into your site’s SEO health. It can help you audit your new domain to ensure everything is properly set up.
- Moz: Track keyword rankings and site authority with Moz. Use it to analyze how your domain change affects your overall SEO performance and visibility in search results.
- Redirect Checker: After changing your domain, use a redirect checker tool to ensure all 301 redirects from the old domain to the new one are functioning correctly. This is crucial for preserving SEO value.
- Google Data Studio: Create custom reports to visualize traffic changes and SEO metrics over time. This can help you clearly see the impact of your domain change on your website’s performance.
- Monitor Backlinks: Tools like Monitor Backlinks can help you keep an eye on your backlink profile post-transition, ensuring you maintain authority and track any lost links.
Domain name changes can be a large undertaking with many steps involved, but if handled correctly from an SEO perspective as outlined above, you can experience a smooth transition with minimal downtime.
Benefits of Hiring an SEO Expert with MarketerHire
Search engine optimization (SEO) is crucial for enhancing your website's visibility and ranking on search engines, especially Google. A strategic approach to SEO can significantly impact your business by driving organic traffic, acquiring new customers, and fostering long-term growth.
What Does an SEO Marketer Do?
An SEO marketer plays a vital role in growing your business through various specialized skills, including:
- Competitive SEO Analysis: Understanding your competitors to find opportunities.
- Keyword Research: Identifying the best keywords to target for your audience.
- Sitemap Management and Indexing: Ensuring search engines can crawl and index your site effectively.
- Schema Implementation: Enhancing your site’s search results with structured data.
- Internal Linking Strategy: Improving site navigation and distributing page authority.
- Snippet Optimization: Crafting content to stand out in search results.
SEO marketing involves a comprehensive understanding of your company's positioning and value propositions. An expert can leverage tools for A/B testing blog posts, landing pages, and metadata, helping to optimize your presence on the search engine results page (SERP).
Why Hire an SEO Expert?
With the complexities of SEO growing rapidly, hiring an independent SEO consultant can be one of the best decisions for your business. A skilled SEO expert can create a robust strategy that combines content marketing, website development, and partner marketing. However, remember that SEO results take time—often a year or more—to manifest fully.
If you’re committed to a long-term strategy that drives traffic and optimizes your marketing efforts, investing in an SEO expert is smart. Many platforms require paid strategies, but SEO is a valuable tool that can yield results without hefty investments, provided you have the right expertise.
Find Your SEO Talent with MarketerHire
To navigate the complexities of changing your domain name and optimizing your SEO, consider hiring an expert through MarketerHire. They connect you with top-tier SEO professionals who can guide you through the transition and help you implement effective SEO strategies for your business. With MarketerHire, you can meet your SEO marketing expert this week and start leveraging their expertise to enhance your online presence.
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