Last update on:
man changing domain and wondering effect on SEO

The Effect on SEO When Changing Domain Name

Changing your website’s domain name can have a significant impact on your search engine optimization efforts. 

Your domain is one of the core elements that search engines use to identify and rank your site. So any changes need to be carefully considered and executed to minimize negative SEO effects.

In this comprehensive guide, we’ll explore how changing domains affects SEO, best practices to follow, what to do before and after the switch, and more. 

With the right strategy, you can successfully transition to a new domain without tanking your hard-earned rankings.

How Does Switching Domains Affect SEO?

Before we dig into the specifics, let’s look at the three main ways that changing domains can impact SEO.

1. Loss of Domain Authority

Domain authority refers to the “trust” and value search engines place on your domain name. It’s built up over time through factors like age, high-quality backlinks, strong content, and consistent performance.

When you change domains, your new domain starts fresh with no authority. So you’ll temporarily lose any authority and credibility that benefited your old domain.

Losing domain authority can result in lower search visibility and traffic, especially in the first few months after a switch.

2. Loss of Rankings and Traffic

Your current domain has established rankings for your target keywords. When you migrate to a new domain, those rankings won’t automatically transfer over.

So you’ll likely see a temporary loss in organic search traffic as you work to regain keyword rankings. How significant the drop is depends on your current rank status and domain authority. 

Sites with higher authority and more first-page rankings tend to take a bigger initial hit.

3. Indexation Issues

Search engines have indexed all the pages on your current domain. When you move to a new domain, you’ll have to go through the indexation process all over again.

Until all your new pages are crawled, indexed, and added to search results, you’ll see lower visibility. This can mean a period of lower traffic.

Now that we’ve covered the main potential downsides, let’s look at some best practices you can use to minimize SEO disruptions when changing domains.

Best Practices for Changing Domains with Minimal SEO Disruptions

Follow these recommended steps when transitioning to a new domain name.

Do Your Research First

Don’t impulsively buy a new domain without thinking through the implications. Thoroughly research factors like:

  • Current domain authority – Higher is better for minimizing loss.
  • Current organic traffic – More traffic means a bigger initial impact.
  • Competitiveness of target keywords – Rankings for competitive keywords will be harder to regain.
  • Indexed page count – More pages mean a longer indexation period.

Get data on these factors so you can anticipate potential drops and strategically plan your transition.

Choose a High-Quality New Domain

Not all new domains are equal in the eyes of search engines. Here are tips for choosing one that sends positive signals:

  • Aged domain – At least 2+ years old is ideal. This gives it some existing domain authority.
  • Keyword domain – Including your primary keyword(s) can improve relevance.
  • Industry extension – Using .com or an industry-specific extension like .tech or .store tells search engines the site’s purpose.
  • Simple and short – Easy to remember and spell. Avoids typos diluting traffic.

A strategic domain choice gives your new site a boost from the start.

Set Up 301 Redirects from Old to New Domain

301 redirects are essential for passing SEO equity from your old domain to the new one. This preserves a portion of your domain authority during the transition.

Be sure to:

  • 301 redirect each page on your old domain to the equivalent new page.
  • Use a 301 redirect for your old home page to your new home page.
  • Redirect category and tag archives on your old blog to relevant new pages.
  • Install redirects on your old domain as soon as you take it offline.

With proper 301s in place, search engines and visitors will seamlessly shift to your new domain.

Migrate Website Content to New Domain

Simply duplicating your current content on the new domain isn’t enough. You also need to migrate over important SEO elements like:

  • Page titles and meta descriptions – These should match your original versions to retain search visibility.
  • Links and anchor text – Internal links between pages need to be updated to the new URLs.
  • Image file names and alt text – Keep names and alt text the same to maintain image SEO.

Take your time transferring content to avoid dropping key optimizations that maintain rankings.

Your old domain likely has backlinks from other sites giving it authority and relevance. To pass that equity to the new domain, you need fresh backlinks pointing to your new URLs.

Focus on securing backlinks from:

  • Your top existing backlink domains – Reach out and ask if they can update links to your new domain. Offer new content in exchange.
  • Industry websites and resources – Guest post or contribute content in return for backlinks.
  • Local business citations – Update your NAP listings and build new local citations.
  • Influencer mentions – Pitch relevant influencers to mention your new brand and link to your site.

Gradually building new backlinks helps regain lost domain authority and grow it further.

Monitor Metrics and Refine Your Strategy

Changing domains will likely cause some temporary flux in your traffic and rankings. So diligently monitor key metrics like:

  • Organic search traffic
  • Rankings for target keywords
  • New backlinks gained
  • Indexation progress

If you see sustained declines beyond the initial transition period, double check elements like your redirects, new backlinks, and page optimization. Then refine your strategy to get things back on track.

With a structured approach and close monitoring, you can change domains smoothly. Now let’s look at specific steps to take before and after the transition.

What to Do Before Switching to a New Domain

Taking strategic actions before you migrate domains will minimize disruptions:

Inform Search Engines of the Upcoming Change

Let Google and Bing know about your plan to change domains. This is done by:

  • Adding the new domain to Google Search Console and Bing Webmaster Tools.
  • Setting up change of address in Google Search Console.
  • Creating a descriptive Google Site Move page detailing the switch.

This gives search engines a heads up so they can update their systems accordingly.

Build New Domain’s Authority in Advance

To fill the inevitable authority gap after the switch, start building your new domain’s authority beforehand:

  • Publish some content on the new domain before the full migration.
  • Generate backlinks pointing to these early new domain pages.
  • Set up social media accounts with the new domain name.
  • Get listings in directories and citations with new domain details.

This gives search engines initial signals about the domain’s legitimacy.

Plan Redirect Implementation

Properly redirecting your old URLs is vital for retaining SEO equity. Avoid issues by:

  • Using a redirect mapping tool to generate a list of all required 301 redirects.
  • Testing redirect functionality in a staging environment before go-live.
  • Planning who will oversee installing redirects – your developer, web host, or CDN?

With a detailed redirect plan, you can ensure no pages get left behind.

Audit Technical SEO Elements

Scan your current site for any technical issues that could complicate the migration:

  • Review XML sitemap – Submit new one to search engines after changing domains.
  • Check for duplicate content – Don’t migrate thin pages or scraped content.
  • Fix crawl errors in Search Console – New domain should launch with clean slate.
  • Update internal links – Make sure no broken links will transfer over.

Addressing technical problems ahead of time prevents them from hurting your new domain’s SEO.

What to Do After Switching to a New Domain

Once you’ve migrated to the new domain, focus on these post-launch tasks:

Monitor Traffic and Rankings Closely

Expect some fluctuations after the switch. Monitor key metrics daily including:

  • Organic traffic from Google Search Console and Google Analytics.
  • Rankings for target keywords – are you losing or gaining positions?
  • Crawl stats in Search Console – how fast is new domain indexing?
  • 404 errors – any broken redirects causing issues?

If traffic declines more than 50%, re-check your redirects. For ranking drops, supplement with paid search ads.

Your ongoing link building strategy should now focus completely on the new domain. Prioritize:

  • Securing links from sites that previously linked to your old domain.
  • Getting new links from authoritative sites in your industry.
  • Building localized links when possible – these help a lot with local SEO.
  • Creating compelling linkworthy content assets – tools, digital resources, research reports, etc.

Cover all link building bases to regain lost link equity.

Create New Content Assets

Ideally, your new domain will launch with all your migrated old content plus some new pages. Keep producing fresh content to:

  • Give search engines new pages to index and rank.
  • Increase chances of ranking for new keywords.
  • Show search engines the new domain is active and growing.

Focus on long-form, keyword-optimized articles, tools, and resources.

Update Online Listings and Citation

Changing business domains requires updating your NAP (name, address, phone number) everywhere online. Thoroughly check:

  • Listing platforms – Google My Business, Bing Places, Apple Maps, etc.
  • Business directories – Yelp, YellowPages, CitySearch.
  • Local citations – industry associations, Chambers of Commerce.
  • Online profiles – LinkedIn, Twitter, Facebook.

Accurate and consistent NAP listings support local SEO on the new domain.

With consistent execution of these post-launch tasks, you can stabilize and grow your new domain’s search presence over time.

Common Questions Around Changing Domains and SEO

Here are answers to some frequently asked questions many sites have when transitioning domains:

Does changing domains hurt rankings?

Most sites will see some temporary ranking declines and drops in organic traffic after changing domains. This is mainly due to losing existing domain authority and waiting for new pages to re-index.

Proper use of redirects and link building helps minimize losses. Rankings typically recover within 3-6 months.

How long does it take to recover from changing domains?

With the right strategy, domain changes take about 3-6 months to recover from an SEO perspective. Major factors are:

  • How quickly new domain earns backlinks and authority signals.
  • How long it takes search engines to fully crawl and index the new site.
  • How competitive it is to regain lost keyword rankings.

Monitoring during the transition period keeps you informed.

Is it better to redirect or start over?

301 redirects are mandatory when changing domains. Without them, you lose all SEO value from your previous domain.

Some sites try starting completely fresh with a new domain – but that means building from scratch. Redirects pass on existing equity to give your new domain a head start.

Can I rank with a new domain?

Yes, new domains can absolutely rank well in search – provided you lay the proper SEO groundwork. Securing authoritative backlinks, publishing solid content, and earning trust signals will override the initial lack of domain history.

Many major sites have successfully launched new brands and sites that quickly rose in SERPs.

How do I avoid Google penalties when changing domains?

Follow Google’s guidelines for proper site moves:

  • Limit redirect chains – individual 301s from old URLs to new ones.
  • Don’t temporarily 301 redirect to an intermediary domain – go directly to new domain.
  • Don’t temporarily redirect new domain back to the old one.
  • Use permanent 301 redirects, not temporary 302s.

Adhering to these rules keeps Google happy when you change domains.

Key Takeaways – Minimizing the SEO Impact of Domain Changes

Changing domains involves careful planning and execution to avoid major disruptions. Here are the key tips covered:

  • Research in advance – Know what you’ll lose in terms of authority, rankings, and traffic.
  • Choose new domain wisely – Pick one that sends positive signals. Aged and keyword domains work best.
  • Set up proper 301 redirects – Permanent redirects from old to new URLs are mandatory.
  • Migrate SEO elements – Keep page titles, anchor text, alt text consistent.
  • Build fresh links – Securing new backlinks quickly is key to regaining lost equity.
  • Create new content – Give search engines pages to index and rank on new domain.
  • Monitor closely – Track key metrics daily to stay on top of changes. Refine approach accordingly.

With this comprehensive resource as your guide, you can smoothly navigate through a domain name change while protecting your existing SEO assets. 

Just be sure to plan ahead, leverage redirects, focus on link building, and keep optimizing. Within a few months, your new domain will be back to its previous search visibility.


Changing domains can feel like a daunting SEO task given the potential disruptions. But sites that build authority before the switch, properly redirect, focus on link building, and closely monitor can successfully transition with minimal long-term damage.

The temporary traffic and ranking drops are well worth it if the new domain better represents your brand and offerings. With a methodical approach, your new domain can soon surpass the old one in terms of optimization and search performance.

For a more guides and best practices follow our SEO Hub Articles.