a single source, nothing corroborates it
Budget for losing the name you rank for
A rename means starting from zero on the new term: two weeks after announcing it, one company did not rank for its own new name at all. The same risk arrives uninvited when a more famous namesake appears, taking your results page, your search traffic and your credibility with people who look you up.
The method
- 01
Budget for losing your organic search position entirely: a new name means starting from zero on that term.
- 02
Treat a name collision as a real distribution risk: a more famous namesake can take your search results and your credibility with people who look you up.
What it returned
- 22
Justin's site was the top Google result for his own name until the Sacramento Kings drafted a 22-year-old basketball player with the same name; search traffic collapsed, readers messaged to say they could not find the site, and some conference attendees skipped his talk after googling him and finding an athlete.
Two weeks after the announcement they did not rank at all for the new name
Sources
- How an NBA player ruined my lifeJustin Jackson · justinjackson.ca · "Are you Justin Jackson from the NBA?" · undated
- There and back again: the story of renaming ConvertKitNathan Barry · nathanbarry.com · Search · 2020-08-04
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in seo
- Make search the channel that carries the business8 unconnected
- Give away the tool that ranks for the problem6 unconnected · contested
- Generate one page for every row in your data6 unconnected
- Write the one page that deserves to rank first6 unconnected · contested
- Write about the job, not about your product6 unconnected
- Get several channels out of one piece of work5 unconnected