Mergers, acquisitions and rebrands
RIA deals hit a record in 2025. The legal, custody and client-communication plans are usually tight. The website is often an afterthought, and organic traffic can drop sharply after launch.
Search engines rank individual pages, not brands. When old pages disappear, or every old page redirects to the new homepage, the rankings those pages earned are lost, along with the enquiries they brought in.
Duplicate pages, outdated Google Business Profiles and a staging “noindex” left switched on make it worse.
What's included
Every URL, top page, top query and valuable backlink on both sites, captured before anything changes.
Each old URL mapped to its closest new page with permanent redirects, never everything to the homepage.
Overlapping pages merged into stronger ones, with canonical tags where both must stay live.
Google Business Profiles, directories and LinkedIn updated with the new name, address and website.
Indexing, redirects, sitemap and Search Console change of address, checked the day you go live.
Weekly Search Console checks, fast fixes for missed redirects, and a comparison against your pre-merger baseline.
Post-merger consolidation for a multi-entity wealth firm: redirect mapping, canonicalisation and duplicate-content clean-up across merged firm websites.
Before the deal is announced. The crawl and redirect map take weeks, and they are much easier to build before the old sites change.
Only briefly, if at all. Two live sites split authority and confuse clients and search engines.
Yes. I provide the redirect map and checks; your developer or agency implements them, and I verify everything at launch.
Talk to me before you announce. I’ll review both sites and build the redirect plan with your web team.