7 Simple Steps to Change the URL of Your Company * bigfinish.com

In the rapidly evolving digital landscape, businesses are constantly striving to enhance their online presence and attract potential customers. One crucial aspect of this strategy is ensuring that your website’s URL accurately reflects your brand identity and is easy for users to remember. Changing your company’s URL may seem like a daunting task, but it can be a transformative step in your marketing and branding efforts by providing numerous benefits.

First and foremost, a well-chosen URL can significantly improve your website’s branding and recognition. It serves as a direct link to your business, acting as an ambassador for your company whenever it is shared or displayed. By customizing your URL to include your company name or a concise descriptor of your offerings, you create a strong association between your brand and your online presence. This coherence builds trust and strengthens your company’s professional image in the eyes of customers.

In addition to branding advantages, changing your URL can also boost your website’s visibility and search engine optimization (SEO). A relevant URL containing targeted keywords helps search engines categorize your website accurately and improves its ranking in search results for relevant queries. This increased visibility translates into more organic traffic, leading to a wider audience for your business. Moreover, a well-crafted URL that is easy to read and remember encourages users to share and link to your website, contributing to your overall online reach and authority.

Determine the Current URL

To determine the current URL of your company, follow these steps:

Open your company’s website. Type your company’s domain name (e.g., www.example.com) into the address bar of your web browser and press Enter.
Look at the address bar. The URL of your company’s website will be displayed in the address bar, which is typically located at the top of your browser window.
If you can’t find the URL in the address bar, try the following:
- Right-click on the webpage and select “Properties” (in Internet Explorer) or “Copy Page URL” (in Google Chrome).
- Go to the “Details” tab (in Internet Explorer) or the “General” tab (in Google Chrome) to view the URL.

Example:

If your company’s website is located at www.example.com, then the current URL of your company would be http://www.example.com.

Identify URL Objectives

Clearly defining your URL objectives is crucial for an effective change. Consider these key aspects:

Target Audience

Identify the specific audience you want to reach with your new URL. Consider their demographics, interests, and search behavior.

Keyword Optimization

Incorporate relevant keywords into your URL to improve search engine visibility and drive organic traffic. Research industry-specific keywords that potential customers are using.

Brand Identity

Your URL should reflect your brand’s personality, values, and target market. Consider using a memorable brand name, industry-specific terms, or a combination of both.

Call to Action

If applicable, include a clear call to action in your URL to guide users towards a specific destination, such as a product page or service offering.

Length and Structure

Keep your URL concise and easy to remember. Aim for a length of 50-60 characters and avoid using unnecessary subfolders or parameters.

URL Objectives Table

Objective	Considerations
Target Audience	Demographics, interests, search behavior
Keyword Optimization	Industry-specific, high-volume keywords
Brand Identity	Brand name, values, target market
Call to Action	Specific destination (product page, service)
Length and Structure	Concise (50-60 characters), avoid unnecessary folders

Consider SEO Implications

Changing your company’s URL can have a significant impact on your SEO rankings. Here are a few things to consider before making the switch:

301 Redirects

A 301 redirect is a permanent redirect that tells search engines that your old URL has been moved to a new location. This is the most important step you can take to preserve your SEO ranking when changing your URL. By implementing a 301 redirect, you can ensure that search engines continue to index your content at the new URL and that your users are able to access your site without encountering any errors. Here is a table summarizing the different types of redirects and their implications for SEO:

Status Code	Description	Implications for SEO
301	Moved Permanently	The best option for preserving SEO ranking when changing your URL.
302	Found	A temporary redirect that does not pass on SEO ranking.
404	Not Found	A permanent error that indicates that the requested URL does not exist. This can damage your SEO ranking.

Update Internal Links

Once you have implemented a 301 redirect, you need to update all of the internal links on your website to point to the new URL. This includes links in your navigation menu, footer, and any other pages on your site that link to your old URL. Failing to update your internal links can result in broken links and a poor user experience.

Submit a Change of Address to Google Search Console

Google Search Console is a free tool that allows you to monitor and track your website’s performance in search results. If you are changing your URL, you need to submit a change of address to Google Search Console in order to let Google know about the change. This will help Google to update its index and ensure that your new URL is displayed in search results. To submit a change of address, go to the Google Search Console website and click on the “Settings” tab. Then, click on the “Change of Address” link and follow the instructions on the screen.

Choose a New URL Structure

1. Consider Your Business Goals

The URL structure should align with your company’s objectives and reflect your target audience’s needs. Determine the desired outcomes, such as increased leads, enhanced brand recognition, or improved search engine visibility.

2. Keep It Simple and User-Friendly

Use short, memorable, and descriptive URLs. Avoid using technical jargon or complex characters. Consider the user experience and strive for clarity and ease of understanding.

3. Embrace Keywords

Incorporate relevant keywords into your URL structure to enhance search engine optimization (SEO). However, avoid keyword stuffing, as it can damage your ranking. Use keywords that accurately describe the content of the page.

4. Design for Flexibility and Growth

Plan for future growth and expansion by creating a URL structure that can accommodate additional pages, products, or services without compromising its usability. Consider using dynamic URLs that can adapt to changes in content and organization.

Here’s a table summarizing some best practices for URL structure:

Best Practice
Use short, descriptive URLs
Avoid using technical jargon or complex characters
Include relevant keywords
Use dynamic URLs for flexibility

Secure the New Domain Name (if necessary)

If your company doesn’t already own the new domain name, you’ll need to register it. You can do this through a domain registrar such as GoDaddy or Namecheap. When choosing a domain name, keep in mind the following:

The name should be easy to remember and spell.
It should be relevant to your company’s brand and industry.
It should be available as a .com domain.

Once you’ve registered the new domain name, you’ll need to point it to your website’s hosting server. You can do this by updating the DNS settings for the domain name.

Here are the steps on how to change the URL of your company:

Step	Action
1	Secure the new domain name (if necessary).
2	Update your website’s content.
3	Set up 301 redirects from your old URL to your new URL.
4	Update your social media profiles and other online listings.
5	Monitor your website’s traffic and make adjustments as needed.

By following these steps, you can ensure that your company’s website URL change is successful and that you minimize any disruption to your website’s traffic.

Update Internal Links and Redirects

Next, you’ll need to update any internal links on your website that point to the old URL. This can be a tedious process, but it’s essential to prevent broken links and ensure that users are able to find the content they’re looking for. To do this, you can use a tool like Screaming Frog or Xenu’s Link Sleuth to crawl your website and identify all of the internal links. Once you’ve identified the broken links, you can update them to point to the new URL.

Using a Redirection Service

In addition to updating internal links, you’ll also need to set up redirects from the old URL to the new URL. This will ensure that users who visit the old URL are automatically redirected to the new URL. There are a number of different ways to set up redirects, including using a .htaccess file or a plugin.

Using a .htaccess File

If you’re using Apache as your web server, you can use a .htaccess file to set up redirects. To do this, you’ll need to add the following code to your .htaccess file:

“`
Redirect 301 /old-url https://www.example.com/new-url
“`

This code will redirect all traffic from the old URL to the new https://www.example.com/new-url.

Using a Plugin

If you’re not comfortable editing your .htaccess file, you can use a plugin to set up redirects. There are a number of different plugins available, but one of the most popular is the Redirection plugin. This plugin allows you to easily set up redirects from the old URL to the new URL.

Notify Relevant Parties

When you change your company’s URL, it’s crucial to notify all relevant parties promptly. Here’s a comprehensive list of who to inform:

1. Customers and Clients

Update your company’s website, social media profiles, and email signatures to reflect the new URL. Send out an email blast or newsletter announcing the change.

2. Vendors and Partners

Inform your vendors and partners of the URL change through emails or a dedicated communication channel.

3. Search Engines

Submit your new URL to search engines like Google, Bing, and Yahoo for indexing.

4. Webmasters and SEO Professionals

If you have external webmasters or SEO professionals managing your online presence, keep them informed of the URL change.

5. Social Media Platforms

Update the URLs on all your social media handles, including Facebook, Twitter, LinkedIn, and Instagram.

6. Print Marketing Materials

Ensure your new URL is reflected on all printed marketing materials, such as brochures, flyers, and business cards.

7. Email Marketing Service Providers

Who to Include:

Customer Relationship Management (CRM) systems
Email marketing platforms
Marketing automation tools

Steps to Notify:

Log into the platform and update your company’s profile to reflect the new URL.
Review all email campaigns and make necessary changes to ensure the correct URL is used.
Set up automatic email redirects from the old URL to the new one.
Monitor campaign performance and adjust redirects as needed.

Additional Considerations:

Create a dedicated landing page on your website for transitioning visitors from the old URL.
Use social media monitoring tools to track any mentions of the old URL and redirect users accordingly.
Consider implementing a 301 redirect from the old URL to the new one.

Monitor URL Changes and Analytics

Regularly monitoring URL changes is crucial for various reasons. It helps ensure that links are up-to-date, allows for the tracking of website performance, and identifies any malicious redirects.

Implementing a change monitoring system involves:

Utilizing website monitoring tools to receive alerts when URLs change.
Setting up regular crawls to detect broken links and redirect chains.
Analyzing website analytics data to track changes in traffic patterns.

Analytics plays a vital role in understanding the impact of URL changes. By monitoring key metrics such as:

Metric	Significance
Organic traffic	Tracks changes in search engine visibility.
Referral traffic	Identifies changes in backlinks and inbound links.
Conversions	Measures the impact of URL changes on website goals.

Analyzing these metrics helps determine the success of URL changes, identify areas for improvement, and mitigate any negative consequences.

Communicate the New URL to Stakeholders

Effectively communicating the new URL to all relevant stakeholders is crucial to ensure a smooth transition. Here are some key steps to follow:

Create a Comprehensive Communication Plan

Develop a comprehensive plan that outlines the communication strategy, including the target audience, messaging, and distribution channels.
Notify Core Stakeholders First

Inform internal teams, senior management, and immediate partners about the URL change promptly and provide them with clear instructions.
Update Company Website and Social Media Profiles

Make sure the new URL is reflected on the official company website, social media pages, and any other online platforms where the old URL was used.
Send Out Email Notifications

Craft well-written emails to all stakeholders, including customers, suppliers, and industry contacts. Provide clear instructions on how to update their records.
Utilize Paid Advertising

Consider running paid advertising campaigns to promote the new URL and reach a wider audience. This can help mitigate the impact of losing search engine rankings.
Create a 301 Redirect

Implement a 301 redirect from the old URL to the new one. This will ensure that any links or bookmarks pointing to the old URL are automatically redirected to the new one.
Monitor Keyword Rankings

Keep track of the company’s keyword rankings in search engines. If there is a significant drop after the URL change, take appropriate action to regain visibility.
Provide Continuous Support

Establish a dedicated support line or email address to assist stakeholders who experience any issues accessing the new URL.
Consider Google My Business

If the company has a Google My Business listing, update the URL to ensure accurate information is displayed to potential customers.

Channel	Action
Email notifications	Send personalized emails to stakeholders
Social media announcements	Post updates on all relevant social media platforms
Paid advertising	Run targeted campaigns to promote the new URL
Customer support	Provide dedicated assistance for any technical issues

Evaluate the URL Change’s Impact

Changing your company’s URL can have significant consequences for your online presence. Thoroughly evaluating the potential impact before proceeding is crucial to ensure a smooth transition and minimize disruption.

Consider the following aspects when assessing the impact:

1. Search Engine Rankings

URL changes impact search engine rankings. Redirects should be carefully implemented to preserve SEO value.

2. Backlinks

Existing backlinks will become invalid after a URL change. Strategies must be in place to redirect backlinks to the new URL.

3. Social Media Presence

Social media profiles must be updated with the new URL to maintain consistency and avoid broken links.

4. Brand Recognition

A recognizable URL helps establish brand awareness. Changing it can potentially impact brand perception.

5. Email Marketing

Email templates and landing pages using the old URL need to be updated to ensure email deliverability.

6. Website Analytics

URL changes can affect website analytics, requiring tracking and interpretation adjustments.

7. Accessibility

Check accessibility tools and screen readers to ensure the new URL is compatible with assistive technologies.

8. Security

Properly configured redirects and DNS settings are essential to prevent security vulnerabilities.

9. User Experience

Ensure a seamless user experience by implementing clear navigation, error pages, and search functionality.

10. Legal Considerations

Consider any legal implications of the URL change, such as trademark infringements or domain name disputes.

How to Change the URL of a Company Website

Changing the URL of a company website can be a complex and risky process, but it may be necessary for various reasons, such as a rebranding effort, merger or acquisition, or a desire to align the URL with the company’s current offerings or target audience. Here is a step-by-step guide on how to change the URL of a company website:

Plan the migration carefully and create a detailed plan outlining the steps involved, the timeline, and the resources required. This includes identifying all pages that need to be migrated, creating a new URL structure, and setting up redirects.
Communicate the change to all stakeholders, including employees, customers, vendors, and partners. Provide ample notice and clear instructions on how to update their bookmarks and links. Send out email notifications, update social media profiles, and make announcements on the company website and blog.
Set up 301 redirects from the old URLs to the new URLs. This ensures that search engines and users will be automatically directed to the correct pages. Test all redirects to verify that they are working properly.
Update all internal and external links on the website to point to the new URLs. This includes links in emails, social media posts, and any other content that references the company’s website.
Monitor the migration process closely and make any necessary adjustments. Check search engine results to ensure that the website is indexed correctly and that users are able to find the correct pages using the new URLs.

It is important to note that changing the URL of a company website can have an impact on search engine rankings and website traffic. It is recommended to consult with an SEO expert and a web developer to ensure that the migration is executed smoothly and minimizes any negative impact.