Have an E commerce website ABC that is ranking good on SERPs. Now, the brand name is changing from ABC to XYZ. Since ABC is a brand specific domain name that had to be changed.
Initially the plan was that ABC will have to be shut down so the only plan in hand was to 301 redirect to new domain XYZ.
2 sets of keywords are targeted on ABC of which 1 set is ranking extremely well and the other is not.
Now, I have the option to keep ABC live for as long as I wish BUT the product name and images will have to be changed (I sell only 3 products).
I have already started with re-branding by sending mailers to my existing clients and updates on social media about my new brand.
Ideally I would like to rank my new website XYZ for both the set of keywords that are targeted on ABC but would also want not to loose out on my traffic that I have on ABC.
What should be the best approach here? Should I still move ahead with 301 redirecting ABC to XYZ or should I run both ABC and XYZ in parallel and start fresh SEO on XYZ?
(Yes, I shall be having unique content on XYZ if I keep both sites live.)