What SEO risks should we consider before merging two websites?

Merging two websites can impact SEO by causing issues like traffic loss, ranking drops, and duplicate content. Careful planning and execution are necessary to preserve search visibility and user experience. Ensure proper redirects, content consolidation, and technical audits to mitigate these risks.

Why Merging Matters

Think of merging websites like blending two businesses. It’s not just about combining assets; it’s about unifying identities. This matters because search engines view each site as its own entity. When you merge them, you’re essentially asking Google to see them as one. If not done correctly, this can lead to a loss in search traffic and rankings.

Take a B2B software company merging with a smaller SaaS provider. Each has its own customer base, content, and SEO footprint. The goal is to merge their strengths without losing their established audience or search engine standing. Missteps can result in a drop in visibility, affecting both lead generation and customer acquisition.

Steps to Safeguard SEO

Before you dive into merging, you need a solid plan. Here’s a quick rundown to keep your SEO intact:

• Audit Both Sites: Start with a comprehensive audit. Identify top-performing pages, backlinks, and keywords. This helps in prioritising what content to keep.

• Set Up 301 Redirects: Use 301 redirects to guide users and search engines from old URLs to new ones. This preserves link equity and prevents 404 errors.

• Consolidate Content: Avoid duplicate content by merging similar pages. Ensure the new site has unique, valuable content that aligns with your SEO strategy.

• Update Internal Links: Adjust internal links to reflect the new site structure. This helps maintain a seamless user experience and assists search engines in crawling your site.

• Monitor Performance: After the merge, keep a close eye on traffic and rankings. Use tools to track changes and address any issues promptly.

Executing these steps can help you avoid pitfalls and maintain, or even improve, your search rankings. It’s not just about merging; it’s about merging smartly.

The Human Element

Let’s get real for a moment. Merging websites is as much an art as it is a science. It’s about understanding the nuances of each brand and how they fit together. You’re not just combining code and content; you’re merging cultures and customer expectations.

A search engine optimisation expert can be invaluable here. They bring a fresh perspective and technical know-how. They can guide you through the maze of redirects, audits, and content strategies. If you’re serious about maintaining your online presence, consider partnering with an seo optimisation expert.

Remember, the goal is not just to merge two websites but to create a stronger, unified presence. Done right, it can be a powerful move for your brand. Done wrong, well, you’ve been warned.