New User from US
joined:Nov 11, 2015
Hey folks, a company I am working with is asking for an analysis of domain migration. They want to consolidate two brands into a single force. Both of these domains have been around for ~18 years with oodles of strength from head to long-tail, to quickly breaking into first page with new categories that follow trends. However, the engineering team is not the sharpest and releases tend to be sloppy. While at the same time there is enormous amount of work to be done in regards to the brilliant basics of SEO (e.g. let's not string together 8 redirects all responding with 302). My initial response was flat out no, it's too risky in the ecommerce space when competing hand-to-hand with amazon, target, walmart, wayfair and the like. My thoughts based on previous experience in this with similarly competent teams is that recovery to current would take ~6+ months due to age of domain, acquiring new links, fixing likely bugs in redirection. Recovery to last year would take 18+ months on the impressive side, but likely much longer due to complete lack of search volume for the desired brand name and zero direct traffic to desired domain.
I would love to hear from the group experience with large scale migrations and what the impact was on a 1 month timeline, 6 month, 18 et cet. I'm happy to be directed towards articles as well.