Acquiring a website can be a powerful growth strategy for businesses, especially in industries like software and publishing. However, integrating the SEO strategy of an acquired website with the existing one requires careful planning and execution. This article explores the key considerations and best practices for managing SEO when dealing with acquired websites, based on insights from industry experts and practical case studies.
Introduction
When a company acquires another business, the integration of their digital assets, particularly websites, is a critical step. SEO plays a vital role in ensuring that the transition is smooth and that the combined entity maintains or even enhances its online presence. The decisions made during this process can significantly impact search visibility, user experience, and ultimately, business performance.
Key Considerations in Acquiring Websites
Deciding on Website Integration
One of the first decisions to make after an acquisition is whether to redirect the acquired website to the acquiring company’s website or to keep them separate. This decision often depends on the industry and the go-to-market strategy.
In the software industry, it is common to absorb the acquired company's website and redirect it to the acquiring company's platform. This approach is beneficial when the goal is to build an all-in-one software suite. For example, if a company acquires several smaller software vendors that complement their existing products, redirecting their websites to a single platform can help in consolidating the brand and improving user experience.
On the other hand, in the publishing industry, it may be more effective to maintain separate websites for different imprints. This is because different imprints often cater to distinct audiences and markets. For instance, a major publishing company might have imprints for Christian fiction and middle-grade books. Keeping these separate helps in maintaining brand identity and clarity for the target audience.
The Role of SEO in Acquisition Decisions
SEO should play a significant role in the decision-making process during acquisitions. SEO professionals can provide valuable insights into how the acquired website’s content, keywords, and backlinks can be integrated into the acquiring company's strategy. It is crucial for SEOs to be involved early in the acquisition process to ensure that the transition is smooth and that the SEO equity from the acquired website is preserved.
An example of this is when a high-growth company acquires multiple businesses in a year. If the web presence does not grow at the same rate, the company may lose potential equity. Therefore, it is essential to pair the SEO team with the go-to-market or product team to understand how the acquired product is being positioned and to develop a strategy that minimizes friction for users.
Execution of Acquisition at the Page-Level
When executing an acquisition at the page-level, it is important to consider the functionality and user experience of the existing pages. Redirecting entire domains can lead to confusion and a poor user experience. Instead, the focus should be on building new pages that serve the same functionality as the old ones, but with the necessary updates and improvements.
For example, if a company acquires a start-up ice cream vendor, and the start-up's popular flavors are to be rebranded, the SEO strategy should account for this change. Users who search for the old flavors should be guided to the new products in a way that maintains the context and relevance of their search. This may involve creating new pages that educate users about the changes and provide resources for navigating the new product offerings.
The process of executing an acquisition at the page-level can be complex, but it is essential for maintaining search visibility and user satisfaction. The SEO team must anticipate multiple intents and optimize the site to allow users to self-filter and find the information they need. This approach helps in reducing friction and enhancing the overall user experience.
Technical Considerations in Post-Acquisition SEO
Redirects and URL Management
After an acquisition, managing redirects and URLs is a critical technical task. Redirects should be implemented carefully to ensure that users and search engines can easily navigate to the new content. This includes setting up 301 redirects from the old URLs to the new ones. It is also important to audit the existing URLs and determine which ones are still relevant and should be retained.
When managing redirects, it is essential to consider the user experience. Redirecting users to a completely different page without context can lead to confusion and frustration. Therefore, the redirects should be implemented in a way that maintains the context of the user’s search and provides them with the information they are looking for.
Content Integration
Integrating the content from the acquired website into the acquiring company’s website requires a strategic approach. It is important to evaluate the existing content and determine what can be repurposed or updated. High-quality content that is relevant to the new brand should be retained, while outdated or redundant content should be removed.
In addition to repurposing content, it is also important to create new content that aligns with the new brand identity. This may involve developing new product pages, blog posts, and other types of content that reflect the combined company’s mission and values. The new content should be optimized for relevant keywords and designed to attract the target audience.
Off-Page SEO Strategies
Backlink Management
Managing backlinks is a crucial aspect of post-acquisition SEO. Backlinks from the acquired website should be evaluated to determine their quality and relevance. High-quality backlinks that are relevant to the new brand should be retained and redirected to the appropriate pages on the acquiring company’s website. This helps in preserving the SEO equity from the acquired website and can improve the overall search visibility of the combined entity.
It is also important to reach out to the acquired website’s backlink sources and request that they update their links to the new URLs. This can help in ensuring that the backlinks continue to point to the correct pages and that the SEO value is not lost during the transition.
Brand Integration and Messaging
Integrating the brand messaging from the acquired website into the new brand identity is essential for maintaining consistency and clarity. The messaging should reflect the combined company’s values and mission while also acknowledging the contributions of the acquired brand. This helps in building trust with the audience and can enhance the overall brand perception.
It is important to ensure that the messaging is consistent across all digital assets, including the website, social media, and other marketing materials. This helps in reinforcing the new brand identity and can improve the overall user experience.
Conclusion
Managing the SEO strategy for an acquired website requires careful planning and execution. Deciding whether to redirect the acquired website to the acquiring company’s website or to keep them separate depends on the industry and go-to-market strategy. SEO should play a significant role in the decision-making process to ensure that the transition is smooth and that the SEO equity from the acquired website is preserved.
Executing an acquisition at the page-level involves building new pages that serve the same functionality as the old ones while maintaining the context and relevance of the user’s search. Managing redirects and URLs is a critical technical task that can impact user experience and search visibility. Integrating the content from the acquired website into the new brand identity requires a strategic approach that includes repurposing high-quality content and creating new content that aligns with the new brand.
Managing backlinks and integrating the brand messaging from the acquired website into the new brand identity is essential for maintaining consistency and clarity. By following these best practices, businesses can ensure a successful transition and maintain or even enhance their online presence after an acquisition.