The SEO considerations involved in business mergers, where they add value versus where they bring challenges and how to handle site migrations to capitalise on the SEO of your acquired brands.

1. Mergers,
acquisitions & SEO
Alice Logan | ROAST
SLIDESHARE.NET/ALICELOGAN1
@ZOOALIGY

2. @ZOOALIGY
Menu
➔The values and challenges
associated with mergers
➔SEO considerations
➔How to leverage your SEO

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Lingo
➔‘Generic’ Vs ‘brand’
➔‘Merger’
➔‘Legacy site’, ‘acquisition’ Vs
‘parent site’
➔‘SEO equity’

4. @ZOOALIGY
Acquisitions: where they add
value
Increase customer base
Expand product offering

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Acquisitions: where they add
value
Increase customer base
Expand product offering
Increase digital presence
Reduce competition

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...Downsides?
More domains to manage
More brands to uphold
More employees
Overlap in marketspace

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...Downsides?
Additional domain to manage
More brands to establish
More employees
Eggs in more than one basket

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Solution
Merge your brands (and
websites) into 1

10. Benefits of website
migrations
One domain
One brand identity
One workforce
One united voice in the
marketplace
@ZOOALIGY

11. @ZOOALIGY
What about SEO?
Increase SEO equity
(potentially)
→ increased visibility in
SERPs

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SEO equity
Brand traffic
New generic ranking
opportunities
Referring domains

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How to get the most out
of acquired digital assets

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Manage
the
migration
How to get the most out
of acquired digital assets

15. @ZOOALIGY

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Manage
the
migration
Benchmark
& plan
How to get the most out
of acquired digital assets

17. @ZOOALIGY
Benchmarking
What is there
to protect?

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Benchmarking
What is there
to protect?
What do internal
stakeholders need?
http://bit.ly/integration-form

19. @ZOOALIGY
Mapping

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Manage
the
migration
Benchmark
& plan
Build
content
How to get the most out
of acquired digital assets

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Brand and product pages
Which brand are you going
with and which are you
bidding farewell to?

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Be wise - be data led
(total, not just organic)

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Manage
the
migration
Benchmark
& plan
Build
content
Communicate
(externally &
internally)
How to get the most out
of acquired digital assets

24. @ZOOALIGY
Manage
the
migration
Benchmark
& plan
Build
content
Communicate
(externally &
internally)
How to get the most out
of acquired digital assets

25. @ZOOALIGY
How to get the most out
of acquired digital assets
Bonus
tips:
work backwards
it will take longer
than you think

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Challenges
Lots of stakeholders
Lots of expectation
Lots of input
Unforeseen complications
‘Jack of all trades or master
of none’ scenario?

27. @ZOOALIGY
- Parent site - Legacy site
Target KWs
& ranking
positions
weighted
against SV
and CTR

28. Mergers,
acquisitions & SEO
Alice Logan
SLIDESHARE.NET/ALICELOGAN1
@ZOOALIGY