This promoted content is produced by a publishing partner of Open Mic. A paid-for membership product for partners of The Drum to self-publish their news, opinions and insights on thedrum.com - Find out more
How Data and Insights Can Help Your SEO During a Rebrand
August 18, 2022
When rebranding, most people think about brand identity, visuals, values, mission statement and positioning. Developing these might entail a little research, but have you ever considered a rebrand from an SEO point of view?
Using data and SEO tools in rebranding is often overlooked. However, incorporating data into your process can help you identify opportunities to help set your new brand up for success that might otherwise go unnoticed.
How to research the competitor landscape when rebranding
Using your current website, and top competitors research the following:
1. Ranking keywords and sessions
The first step in your research is competitive analysis on ranking keywords and sessions to understand where your current brand sits in the market. This gives you a benchmark for future understanding on the growth from your rebrand, as well as providing the opportunity to understand the market and who the leaders are. Upon analysis, you can then take a deep dive into the market leaders and see exactly where the gaps of your current brand are.
2. Analyse your authority vs competitors in your industry
This will help you understand how authoritative your website is compared to the market leaders in the industry. You analyse the different backlinks that you have compared to your competitors, and how valuable they are. This shows where you sit in comparison to your competitors on authority in the eyes of Google, as well as shows gaps on where other competitors are winning in the space, helping you to build on your digital PR strategy moving forward.
3. Measure your site visibility vs your competitors
Your site visibility is defined by how much your website and brand is seen across the whole of the internet, taking into consideration the number of ranking keywords, organic sessions to your website as well as backlinks. You want to analyse how visible you are in comparison to your competitors:
1. As a benchmark
2. To see exactly where your current brand is missing out in comparison, which helps shape the overall marketing strategy after the rebrand.
How to carry out keyword analysis when rebranding
Firstly, look into keyword clusters from your keyword research to see which search terms may best fit the new branding. Assess monthly search volume, keyword difficulty, current rank, and advantages and disadvantages for each term.
You’ll need to see who is ranking for these different terms, if the search intent is correct and whether it would be achievable to gain rankings for each keyword cluster.
With this information, you’ll be able to decipher which terms you want to include in your new brand, and which to avoid. You can also see competition and search intent.
Next, research other, more personable, keywords that you would want to be associated with your new branding, Aka. Trust, good, affordable, best etc. These terms may not have the highest search volume, but these terms will build trust between your new brand and future customers.
From this, you’ll have different topic clusters and keyword categories which you can use to build into your brand. Terms which you know you can achieve rankings for and are focused on exactly what you want your brand to be known for.
Tools and data insights to research competitors
At Honcho, we use tools such as Ahrefs, Google Keyword Planner, SEM Rush and MOZ to perform in depth competitor and keyword analysis. These help us to build a picture of exactly where the brand currently sits as well as create a marketing plan for the future from informed data.
So, why should SEO be a part of your rebrand?
Overall, it comes down to ensuring your marketing team has as much data and insights on the current market to discover the easy opportunities to make the most of and avoid highly-competitive marketplaces.
If you need support on your rebrand, reach out to our SEO team, we would love to help you and your future brand.
Author: Leanne Douglass, Senior SEO Analyst, Honcho