So, you're thinking about rebranding your blog and changing your established domain name to a new one. Well, hold on tight, because this decision can be a wild ride!

On one hand, it can lead to a growth in traffic if done correctly. On the other hand, it can result in a temporary decrease in traffic and revenue due to the impact on organic SEO and the time required to get approved by supply-side platforms.

When you change your domain name, be prepared for a period of time when your traffic will take a dip. This can last anywhere from four to seven months, and sometimes even longer. It's just the nature of the beast when it comes to URL changes and their impact on organic SEO and love from Google. Even when the change is done perfectly, experts (including Google) suggest not changing the URL if at all possible.

A 3-month breakdown of a blog's audience that shows the audience dropoff after the blog's domain change in January.

A daily breakdown of a blog's audience declining for the month of January after a blog changed its domain.

After changing your domain name, you'll need to resubmit your new URL to different supply-side platforms. Unfortunately, these platforms all have their own rules, and some may even reject your new URL, requiring a resubmit after six months. This means that there will be a slight overall dip in revenue as you wait for your new URL to be approved.

Revenue dropped after a blog's domain was changed in January 2023.

Contrary to popular belief, having a root domain does not necessarily mean more traffic. Google themselves says that a root domain vs. subdomain is not a ranking factor, so don't expect growth in traffic just because you have a new URL. Your growth will continue to be driven by great content, SEO practices, and a bit of luck from social spikes.

Now, let's dive a little deeper into the pros and cons of changing your domain name. On the positive side, having a new, memorable domain name can increase the recognition of your brand, making it easier for people to find and remember your blog. Additionally, it can help to create a clear, consistent image for your brand and give you a fresh start if your old domain wasn't serving you well.

However, as mentioned earlier, changing your domain name can also result in a decrease in traffic and revenue, at least in the short term. This is because Google takes time to recognize and adjust to the change, and you may need to resubmit your new URL to different supply-side platforms, which can lead to a dip in revenue as you wait for the approval.

Additionally, there are other factors to consider when changing your domain name. For example, you'll need to update all your links and make sure that your content is still easily accessible. You'll also need to ensure that your search engine rankings are not negatively impacted and that your new domain name is easy to remember and type.

Changing your domain name can be a great opportunity to rebrand and refresh your blog, but it's important to be aware of the potential consequences and make an informed decision. Before making a change, make sure to consider all the factors, such as the impact on traffic and revenue, the ease of updating links and content, and the impact on search engine rankings. With the right planning and execution, a change in the domain name can be a great move for your blog. Good luck, and may the rebranding gods be in your favor!