Rebranding can be a highly effective, if somewhat risky, marketing strategy. On the plus side it allows a company to redefine itself and its place within the market or business sector.
But rebranding also presents several challenges, not least launching a website on a new domain and establishing the new brand in the minds of both new and existing customers.
Those were some of the issues we set out to address when online home and garden furniture superstore Posh came to us at the beginning of 2024.
The business had been trading for a couple of years using a keyword domain but the team had decided to rebrand after acquiring the much more memorable domain Posh.co.uk.
They asked us to help them win some brand building media attention along with building some SEO boosting links into the new domain to help them rank in search.
Sensibly they did a full migration at the time of launching their new domain, so that they didn't lose the benefit of the links the previous keyword domain had gathered.
That meant they already enjoyed 437 referring domains at launch. A decent start - but we knew we could do better.
Starting from the beginning of 2024 we developed a range of content for media linking to the site to help it build authority and attract traffic.
In ten months we built 948 links from high authority media sites and at the same time we also delivered a massive 912 items of brand building media coverage from titles such as House Beautiful, Woman and Home, Ideal Home, The Sun, Lad Bible and The Daily Express.
The number or referring domains grew from 437 at the start of the year to 1,193 ten months later, an increase of 756. In terms of average monthly results we added 95 links per month.
We helped take the DR of the site from 30 at the beginning of 2024 to 41 by the end of the year. This all combined to greatly assist the site's performance in organic search, helping weekly organic traffic grow from around 2,000 visitors at the start of the year to reach 40,000 by the end of 2024 (source ahrefs).
