Domain Name Changes2026-05-07T19:50:03-07:00

Domain name changes are complex and risky

When a domain change is needed, it must be approached with a strategy to mitigate risk

Domain name changes are far from trivial. When they are needed, it’s essential that they are done with a clear strategy and plan to address the many pitfalls that await should mistakes be made.

When mistakes are made, the consequences can be massive or even devastating. When domain migrations are done right, the risks are minimized, and the process is far less stressful. We have managed dozens of complex domain name changes.

Explore our Domain Name Change Services

We begin by collecting a complete inventory of all pages on the legacy site, and grouping those pages into categories and types to ensure we have a migration plan for each.

We develop a comprehensive list of individual redirects whereby each and every URL on the legacy website is mapped to a corresponding URL on the new website.

We review the new website (in the appropriate environment) prior to the final switch over from the legacy domain to the new domain, paying particular attention for any change in website page speed, errors, and more

We make updates to your Analytics platform that include:

  • Update the domain name Account, property, and View
  • Update the default URL
  • Verify the tracking code is tracking as expected
  • Add an annotation to the timeline in Google Analytics on the date of the changeover for your reference so that it is clear when this change happened
  • Update your content and IP filters accordingly. If your filters involve your URL or hostname, this will apply to you. If the IP address is changing and you have filters to exclude internal traffic on a specific Analytics view this will also need updatingFilters can be viewed in Google Analytics by navigating to Admin > Filters. Filters can be controlled at account or view level. If done at view level, they are specific to each unique view within Google Analytics so each one will require updating accordingly.
  • Update Referral Exclusions. If you separate subdomain data and have referral exclusions in place this will also need to be updated accordingly. To navigate to your referral exclusion list, you need to navigate to Admin > Tracking Info (Under Property) > Referral Exclusion List.

We make updates to Google Search Console that include:

  • Create new account for new domain
  • Verify new account
  • Link new account to GA account
  • Monitor new site for any issues or errors, and be prepared to respond quickly

We implement and setup a third party rank tracking tool, and monitor this tool daily for the first 60-90 days to be aware of any sudden drops in keyword rank.

Once everything is complete, we submit the final change of address via Google Change of Address Tool. There is no reversing this so thss is the last thing we do, and only after rigorous testing.

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Domain Name Change FAQs

What is a domain change?2026-05-07T19:41:56-07:00

A domain change occurs any time a single character in your domain name changes. For example, when a company rebrands, a domain change is likely. That would constitute a domain change. Our focus in a domain change is to transfer as much traffic and domain strength from the old domain to the new domain.

Are domain changes fast and easy?2026-05-07T19:31:36-07:00

It all depends on the size of the website, but generally speaking, domain changes are rarely fast and easy.  An old domain and a new domain are treated as two different websites, therefore, in order to transfer hard earned SEO strength from one domain to the other a rigorous process needs to be followed. When everything is done right, the new domain is setup for success.  When things are not done right, the results can be catastrophic to your traffic, and expensive to recover from.

Can’t we just use the Change of Address Tool?2026-05-07T19:39:54-07:00

The Change of Address tool from Google is the final step in a thorough process. It notifies Google that the domain name has officially changed. However, the many preceding steps transfer the SEO strength from the old domain to the new domain, and this is the final step of many.

We changed our domain name and our traffic disappeared, what can we do?2026-05-07T19:39:19-07:00

We are often called in after a domain change has been taken place. When that happens, we start working backwards to retroactively follow the migration process, and salvage as much traffic and domain strength as possible. In these cases it’s important to recognize that we’re trying to minimize the damage. But rest assured, we can help.

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