Rebrands Can Break SEO

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💡 How to Talk About Site Migrations With Clients

 Site migrations are tough. Not just technically, but also because clients rarely speak the same language as SEOs. They won’t say “we’re changing URL structures.” They’ll say “we’re rebranding” or “we’re switching platforms.” That’s your cue to ask more questions.

Here’s how to stay aligned and avoid surprises:

1️⃣ Spot Migration Red Flags Early: Most clients won’t announce a migration formally until it’s already happening. Watch for early signs. “We’re adding a new country site” or “We’re refreshing our brand” often means deeper changes like international SEO or structural updates.

2️⃣ Define What a Migration Really Is: For clarity, a site migration includes changes like moving to a new CMS, changing domains, updating navigation, altering URLs, or reworking the site structure. Even small tweaks can affect SEO in big ways.

3️⃣ Ask These Questions Immediately

• Timeline: When is the expected launch?
• Reason: Is this a rebrand, legal shift, or platform update?
• Team: Who’s leading this? Tech, UX, or marketing?
• Workflow: How will updates be tracked and shared?
• Access: Do you have direct communication with the developers?

4️⃣ Be Proactive, Not Reactive: Ideally, you’ll be looped in during early planning. That gives time for proper audits and input. But if not, be ready to respond quickly and triage SEO priorities during the rollout.

The Takeaway

Site migrations can break more than websites. They can break rankings. Stay ahead by recognizing signals early and asking the right questions. Clear communication means fewer surprises and better results for everyone.

💡 Where Marketers Are Spending Content Budgets
Insights from stackedmarketer

 Is your content investment actually paying off? The best way to find out is to compare where your resources go versus what’s driving results for others.

Here’s what recent marketing data reveals:

1️⃣ Video Content Dominates: Video leads the way in content formats right now. Whether it’s short-form clips, how-tos, or branded storytelling, this is where marketers are investing—and where audiences are watching.

2️⃣ Thought Leadership Still Matters: Written insights are holding strong. LinkedIn posts, expert takes, and trend breakdowns are a close second in content value. Video-based thought leadership is also rising, especially across YouTube and podcast snippets.

3️⃣ AI Is No Longer Optional: Around 40% of marketers now use AI for optimizing content. Another 39% are using it to create content. If you haven’t started exploring AI tools, you’re already behind the curve.

4️⃣ What’s Fading Out?: Audio and community-building are seeing lower investment. Only 27% of marketers are focused on community content. These areas were once buzzing, but interest has cooled for now.

🔁 Flip the Narrative: Less attention to audio and community might mean less competition. These could be spaces where smart marketers stand out, especially if they combine underused formats with a strong brand voice.

📽️ Start Simple With Video: Not doing video yet? Try repurposing blog posts into reels or YouTube shorts. From there, build momentum. YouTube can drive site traffic, while TikTok and Instagram help you win visibility without clicks.

The Takeaway

Follow the trends, but watch the gaps. Video rules now, AI is rising fast, and underused formats might be your secret edge. Choose your mix wisely and keep experimenting.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰