A rebrand often means a new domain, and a domain change is one of the highest-risk moves in SEO. Every ranking, link and brand search is tied to the old name. With a careful migration you can carry that equity across rather than starting from zero.
Domain changes are guided through our Migration SEO service for businesses across Australia.
A domain change moves every page at once, so the full URL map matters more than ever. Match each old URL to its exact equivalent on the new domain and redirect with a single 301, so no page and no link is left behind.
Your backlinks point at the old domain. Clean 301 redirects pass most of that authority across, but the strongest links deserve direct attention so their value survives the move.
Verify the new domain in Search Console and use the change of address tool to tell Google the move is permanent. This speeds recognition and helps the new domain inherit the old one's signals.
Keep the old domain registered and the redirects live for years, not months. Links and bookmarks keep sending traffic long after launch, and dropping the redirects loses that authority.
People will keep searching the old brand name for a while. Update your Google Business Profile, social profiles and major listings to the new name, and watch brand search so you can guide loyal customers to the new domain.
A migration only costs rankings when it is rushed or unplanned. With a full URL map, clean 301 redirects, preserved on-page signals and careful monitoring, you can move a site and hold or even improve its visibility.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media manages rebrand and domain change SEO by mapping every URL, preserving link equity with 301s and outreach, using the change of address tool and managing brand search through the move.