When done right, a brand and website redesign can elevate your business. But when SEO fundamentals are overlooked during the process, the results can be devastating.
Last year, a client contacted us after launching a whole brand and website redesign, including a new domain name. The rebranding was well executed from a design and messaging standpoint, but it came at a steep cost: nearly all of their organic traffic disappeared, and domain authority plummeted. Their online visibility had taken a hit, and they needed help fast.
The First Priority: Technical SEO Triage
The first step in our recovery plan was to conduct a full technical SEO audit. We quickly discovered multiple issues that were preventing the new site from performing in search engines:
- Critical 301 redirects were missing or misconfigured
- Many internal links were broken
- Canonical tags were not implemented correctly
- Google Search Console (GSC) had not been reconfigured
- Google Analytics 4 (GA4) was tracking incorrectly or not at all
These issues made it nearly impossible for search engines to understand the new site structure or transfer authority from the previous URLs. Without a clean redirect map and crawlable paths, the website essentially started from scratch in Google’s eyes.
We built a detailed 301 redirect strategy that aligned old URLs to their new counterparts, correcting link paths and preserving valuable SEO equity.
Canonical tags were implemented to signal the correct versions of each page. These steps ensured that legacy authority and relevance signals would transfer to the new domain.
Realigning Analytics and Tracking
Technical issues were only part of the problem. With no clear view of how the new site was performing, it was difficult to measure progress or diagnose further issues. We stepped in to update and realign both GA4 and GSC:
- GA4 tracking was rebuilt to reflect user behavior and engagement on the new site accurately
- Google Search Console was verified and reconnected to the correct domain
- Updated XML sitemaps were submitted, helping Google index the new structure
- Crawl errors and indexing issues were identified and addressed quickly
With accurate tracking in place, we could now make informed decisions based on real data and search performance.
Optimizing Content and Internal Links
Once the technical foundation was stable, we shifted focus to content and internal SEO. Even though the content on the new site mirrored much of what had existed before, many pages lacked proper optimization for the client’s target keywords.
We refined meta titles and descriptions, rewrote headers, and aligned on-page SEO content to match updated keyword research. At the same time, we built out a stronger internal linking structure to guide both users and search engines through the site more effectively. This helped distribute page authority, improved crawlability, and ensured that high-value content was prioritized.
Results: From SEO Collapse to Sustainable Growth
Over the following months, the client saw steady improvements in traffic and rankings. Domain authority began to rebound, and organic traffic levels returned to, and eventually exceeded pre-rebrand numbers. Key terms that had dropped off entirely were now ranking on the first page of Google again.
This project serves as a clear reminder of how quickly organic performance can be lost during a rebrand, and how critical it is to approach SEO as a foundational part of any redesign strategy.
Key Takeaways
- Always plan your 301 redirect map before a site or domain migration
- Reconfigure tracking tools like GA4 and GSC immediately after launch
- Audit your content and internal links to ensure alignment with current SEO goals
- SEO recovery is possible, but the faster you act, the better your long-term results
If your brand is considering a rebrand or domain migration, SEO needs to be part of the conversation from day one. If you’ve already launched and are seeing a decline in visibility, there is a path forward—but timing and execution are critical.
If you’re facing similar issues, let’s talk. I’d be happy to review your site and help you develop a recovery strategy with a custom-built SEO Consulting plan that is specific to your needs right now.
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