In the dynamic world of digital marketing, businesses often pursue growth through acquisitions. While this strategy can yield significant returns, it also presents unique challenges in maintaining and enhancing search visibility. The integration of acquired companies into a cohesive web strategy is crucial for preserving brand equity and ensuring continued growth. This article delves into the practical SEO strategies necessary for managing web growth through acquisitions, drawing on insights from industry professionals and real-world case studies.
Introduction
Acquisitions are a common tactic in the software industry and other sectors, but their implications for SEO are often overlooked. When a company acquires another, the integration of web assets, such as domains and backlinks, must be carefully managed to avoid confusion for both users and search engines. The key lies in aligning the acquisition strategy with SEO best practices to maintain or even enhance search visibility. This involves strategic planning, effective implementation, and continuous monitoring of the merged web presence.
The Role of SEO in Acquisition Strategy
Acquisitions are complex processes that involve multiple teams, from legal to product development. However, the inclusion of an SEO specialist in the acquisition team can significantly impact the success of the integration. SEO considerations are not always at the forefront of acquisition decisions, but they play a pivotal role in ensuring that the transition is smooth and that the company's web presence remains strong.
Getting SEO a Seat at the Table
Having an SEO representative involved in the acquisition process is essential. While the primary goal of an acquisition may not be to enhance search visibility, the way in which the web assets are integrated can either bolster or hinder the company's online presence. SEOs can provide valuable insights into how to maintain or improve search visibility during and after the acquisition.
For example, in high-growth companies that acquire multiple entities annually, the absence of a robust SEO strategy can lead to a decline in search visibility. By involving SEOs early in the process, companies can ensure that their web growth aligns with their business objectives. This proactive approach allows for the development of strategies that eliminate friction and maintain the integrity of the company's online brand.
Technical Considerations in Acquisitions
The technical aspects of an acquisition are critical for maintaining search visibility. When a company acquires another, the websites involved must be carefully integrated to avoid confusion and ensure a seamless user experience. This includes the management of redirects, the optimization of content, and the preservation of backlinks.
Redirects and User Experience
One of the most common technical issues in acquisitions is the improper handling of redirects. When an acquired company's website is redirected to the acquiring company's site, it is essential to ensure that the redirects are implemented correctly. This not only helps in maintaining the user experience but also in preserving the acquired company's backlink equity.
A case study illustrates this point effectively. An in-house SEO at a high-growth tech company encountered issues with incorrect pages and low-value pages ranking over their software pages. This was traced back to a migration of a previously acquired company's site. The technical issues from the redirect led to user confusion and, consequently, confusion in the search engine results pages (SERPs). The resolution involved implementing proper redirects and aligning the new content with the user's intent, which ultimately improved the company's search visibility.
Content Optimization and Keyword Strategy
Optimizing content post-acquisition is another critical technical consideration. The content from the acquired company should be evaluated to determine its relevance and alignment with the acquiring company's goals. This may involve repurposing content, updating keywords, or creating new content that reflects the merged brand identity.
For instance, when a leading ice cream company acquired a start-up vendor, the SEO team had to address the transition of popular flavors. By understanding user intent and optimizing content around the new product offerings, the company was able to maintain its search visibility while also educating users about the changes.
Strategic Planning for Acquisitions
Strategic planning is essential for managing the integration of acquired web assets. This involves not only technical considerations but also the development of a comprehensive strategy that aligns with the company's overall goals. The strategy should include clear objectives for how the acquisition will impact the company's web presence and how to measure its success.
Harvesting Equity
An effective strategy for managing acquisitions includes the concept of "harvesting equity." This involves identifying and leveraging the value-driven keywords, backlinks, and brand loyalty from the acquired company. By doing so, the acquiring company can enhance its brand equity and improve its search visibility.
For example, when a company acquires another, it can benefit from the acquired company's backlink profile and customer base. By repointing pivotal backlinks towards the new product offerings, the company can increase its product association and improve its overall search visibility. This approach not only helps in maintaining the existing equity but also in building new equity through the integration of the acquired assets.
Regional SEO Considerations
When considering acquisitions, it is also important to evaluate the impact on regional SEO. The integration of the acquired company's web assets should be tailored to the specific markets they serve. This may involve optimizing for local keywords and ensuring that the acquired company's regional presence is effectively communicated to both users and search engines.
A case study highlights the importance of regional SEO in the publishing industry. Major publishing companies often have multiple imprints that serve different markets. By maintaining separate brand identities for each imprint, the publishing company can effectively target different customer segments and avoid confusion among readers. This approach ensures that the regional SEO strategies are aligned with the unique needs of each market.
Measuring Success in Organic Search
Measuring the success of organic search efforts post-acquisition is crucial for understanding the impact of the integration. This involves analyzing key performance indicators (KPIs) such as organic traffic, impressions, click-through rates (CTR), and average positioning in search results.
Organic Traffic and Engagement
By tracking organic traffic, companies can gauge the effectiveness of their SEO strategies. An increase in organic traffic post-acquisition indicates that the integration has been successful in maintaining or improving the company's search visibility. Additionally, analyzing user engagement metrics, such as bounce rates and time on page, can provide insights into how well the content is resonating with users.
Impressions and Click-Through Rates
Impressions and CTR are important metrics for understanding how the company is performing in search results. A high number of impressions indicates that the company's content is being seen by a large audience, while a high CTR suggests that the title tags and meta descriptions are compelling enough to encourage users to click. By optimizing these elements, companies can improve their visibility in search results and drive more traffic to their websites.
Conclusion
In conclusion, managing web growth through acquisitions requires a strategic approach that prioritizes SEO considerations. By involving SEO specialists in the acquisition process, companies can ensure that their web assets are integrated effectively and that their search visibility is maintained or enhanced. Technical considerations such as redirects and content optimization are crucial for maintaining user experience and preserving backlink equity. Additionally, strategic planning and regional SEO considerations play a vital role in aligning the acquisition with the company's overall goals.