{"id":4454,"date":"2018-01-03T10:18:18","date_gmt":"2018-01-03T16:18:18","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=4454"},"modified":"2020-08-26T15:54:25","modified_gmt":"2020-08-26T20:54:25","slug":"why-rebranding-is-bad-for-business","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/why-rebranding-is-bad-for-business\/","title":{"rendered":"Why Rebranding Is Bad For Your Online Business"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">SEO<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Why Rebranding Is Bad For Your Online Business<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Heather Tullos<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2018-01-03T10:18:18-06:00\">January 3, 2018<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">With the new year upon us, we as content creators and generally creative people start to get a little twitchy. It usually starts with a some inspiration: a friend that just finished an amazing site makeover, a gorgeous color palette or new fun font, or just a general want to reshift and refocus in the year to come.\n\nIn January we set goals, make lists, and fastidiously fill out planners and editorial calendars. We organize our desks, color code our bookmark tabs, pretend we are going to stick to new, productive strict schedules.\n\nThis year is going to be AMAZING!!! I\u2019m going to change ALL THE THINGS! Including my domain!!!!!\n\n<em>Annnd<\/em> STOP.\n\nHere, friends, I am going to pause and give you a doughnut. Because what I say next might burst your new year, new you bubble.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4463\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/blu-teal-donut.jpg\" alt=\"A sprinkle-covered donut against a teal background.\" width=\"800\" height=\"800\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/blu-teal-donut.jpg 2629w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/blu-teal-donut-150x150.jpg 150w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/blu-teal-donut-300x300.jpg 300w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/blu-teal-donut-768x768.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/blu-teal-donut-460x460.jpg 460w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\n<h4><strong>Rebranding is bad for your business.<\/strong><\/h4>\nI\u2019ll tell you how I know.\n\nI personally work with all the publishers at Mediavine that work through a rebrand. I have handled 60 publishers that have gone through the process over the last 14 or so months. And while some may have seen success (those are no doubt the instances you have read about in groups and while chatting with friends), the success stories are for sure the exception and not the rule.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4465 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/rebranding-designer.jpg\" alt=\"A graphic designer compares color swatches in front of a Mac desktop.\" width=\"900\" height=\"600\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/rebranding-designer.jpg 900w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/rebranding-designer-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/rebranding-designer-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/rebranding-designer-690x460.jpg 690w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/>\n<h4><strong>But I don\u2019t feel like my name fits me anymore!<\/strong><\/h4>\nI know, I know. If you started with a site called <a href=\"http:\/\/ilovehotdogs.com\/\">ilovehotdogs.com<\/a> and now you are vegan, you have to do what&#8217;s right for your business. But it&#8217;s really important to remember that you are running backwards as far as your existing content goes. You\u2019ve spent the life of your blog giving clout and weight to the domain you have.\n\nIf you suddenly have a new domain you go back to being the new kid on the block.\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BYMPlTfguzv\/\" data-instgrm-version=\"8\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 60.46831955922865% 0; text-align: center; width: 100%;\">\n<div style=\"background: url(data:image\/png; base64,ivborw0kggoaaaansuheugaaacwaaaascamaaaapwqozaaaabgdbtueaalgpc\/xhbqaaaafzukdcak7ohokaaaamuexurczmzpf399fx1+bm5mzy9amaaadisurbvdjlvzxbesmgces5\/p8\/t9furvcrmu73jwlzosgsiizurcjo\/ad+eqjjb4hv8bft+idpqocx1wjosbfhh2xssxeiyn3uli\/6mnree07uiwjev8ueowds88ly97kqytlijkktuybbruayvh5wohixmpi5we58ek028czwyuqdlkpg1bkb4nnm+veanfhqn1k4+gpt6ugqcvu2h2ovuif\/gwufyy8owepdyzsa3avcqpvovvzzz2vtnn2wu8qzvjddeto90gsy9mvlqtgysy231mxry6i2ggqjrty0l8fxcxfcbbhwrsyyaaaaaelftksuqmcc); display: block; height: 44px; margin: 0 auto -44px; position: relative; top: -22px; width: 44px;\"><\/div>\n<\/div>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"><a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/BYMPlTfguzv\/\" target=\"_blank\" rel=\"noopener noreferrer\">A post shared by New Kids On The Block (@nkotb)<\/a> on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2017-08-24T21:16:45+00:00\">Aug 24, 2017 at 2:16pm PDT<\/time><\/p>\n\n<\/div><\/blockquote>\n<script async=\"\" defer=\"\" src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script>\n\nGoogle doesn\u2019t love redirects. In fact, if you go digging through the endless resources of the internets you will find that the only kind of redirect that we know won\u2019t hurt your Google ranking [as long as it\u2019s handled correctly] is the redirect from HTTP to HTTPS.\n\nThere\u2019s lots of guesstimating on best practices, but <a href=\"https:\/\/moz.com\/blog\/301-redirection-rules-for-seo\">even Moz states that all redirects carry a degree of SEO risk.<\/a>\n<h4><strong>What about my ads?!<\/strong><\/h4>\nAdvertising adds a whole new layer to your redirect complications.\n\nOn the ad side of things, we have to re-apply to all our partners on your behalf all over again. It&#8217;s like having a brand new application. In addition, we have a couple of really great partners that need a domain to be at least a year old to bid. Sometimes that can be appealed, but sometimes it can&#8217;t be, and there are really no guarantees about how that will go.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-21878 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard.png\" alt=\"a graphic showing RPM drop from rebranding\" width=\"1242\" height=\"1040\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard.png 1242w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-320x268.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-1024x857.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-768x643.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-1170x980.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-375x314.png 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-800x670.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-442x370.png 442w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-273x229.png 273w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-223x187.png 223w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-335x281.png 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-347x291.png 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-520x435.png 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/Home___Grab_The_Mangos___Mediavine_Dashboard-640x536.png 640w\" sizes=\"auto, (max-width: 1242px) 100vw, 1242px\" \/>\n\nThis is a screenshot of a publisher&#8217;s dashboard on either side of a rebrand. You can see what happened to the RPM before and after rebranding, with an overnight drop of more than 79%. This site was on a steady rise and then everything dropped off sharply.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-21884 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions.png\" alt=\"a graphic showing RPM drop from rebranding in Q4\" width=\"512\" height=\"408\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions.png 512w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions-320x255.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions-375x299.png 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions-464x370.png 464w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions-287x229.png 287w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions-235x187.png 235w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions-335x267.png 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/01\/RPM-graph-sessions-347x277.png 347w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/>\n\nBecause here&#8217;s the thing; when you change URLs you are changing your unique identifier on the internet. All of your search traffic and posts and great content are tied to the URL you <em>have<\/em>, not the one you <em>want.<\/em>\n\nIt&#8217;s important to note that display advertising was built with domains like NewYorkTimes.com or ABCNews.com in mind. Neither of those entities will ever change their domains, so it&#8217;s not something that even enters into consideration for the advertising partners and exchanges, and their tools aren&#8217;t built to understand it.\n\nA new domain pointed at years of content is no different than a brand new website with content they&#8217;ve never seen, as far as they are concerned.\n<h4>Long Term Effects<\/h4>\nWhile these overnight drops are significant and carry an amount of sticker shock that can dissuade many, it&#8217;s important to note that this isn&#8217;t just an overnight drop that over time rectifies. By tossing away the original domain, you are tossing away the history the ad exchanges and partners understood about that domain, and how they purchased against it. They will evaluate the new domain independently, and the history you had previously will never be joined up with the new domain.\n\nMonths and years down the road, we see domain rebrands with better stats with regards to ad impressions and viewability, but their eCPMs are still lower than before re-brand. For example, the domain in the second example above had roughly the same number of impressions in November 2018 and November 2019. The site had roughly the same fill, slightly better viewability, and yet the eCPM was\u00a0 roughly 7% lower, despite eCPMs being up year over year Mediavine-wide.\n\n<strong>My friend saw rebrand success!!!<\/strong>\n\nI won\u2019t dispute the edge cases. What I will say is that the part you don&#8217;t see is all the money spent on SEO help and design\/developer work. All the time devoted to re-marketing and revitalizing the new brand. It takes A LONG TIME. And success is not guaranteed.\n\nAnd just like with any comparisons from site to site, you don\u2019t ever really have all the facts. Your friend might have delved into keyword research, rewritten old posts, updated alt tags, or pulled <a href=\"https:\/\/www.mediavine.com\/the-ultimate-easy-seo-checklist\/\">all the good details from our awesome SEO checklist!<\/a>\n\n<strong>What I\u2019m saying is, it\u2019s almost always best to work with what you\u2019ve got.<\/strong>\n\nIf your URL is ilovehotdogs.com and now you\u2019re vegan, slap a photo of a dachshund somewhere and tell your story. Explain why you loved hot dogs and now you are all about kale. Know that your story, your talent, your skill, and your creativity are all more relevant to your readers than your URL or your blog name.\n\nBlogs are special because they cover all kinds of ground. They let you teach and share. They give you the opportunity to tell a story that lends authenticity and above all CONNECTS. That\u2019s the benefit that you have when you work in this space. Use it to your advantage.<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/93555fcf23e5c18461c091ebdc76615a5fdf001119201ebe33c52d25da390be6?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/93555fcf23e5c18461c091ebdc76615a5fdf001119201ebe33c52d25da390be6?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/heather\/\" target=\"_self\">Heather Tullos<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" 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class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/03\/woman-wearing-overalls-using-phone-at-table.jpg\" class=\"attachment-large size-large\" alt=\"woman wearing overalls using phone at a table\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/03\/woman-wearing-overalls-using-phone-at-table.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/03\/woman-wearing-overalls-using-phone-at-table-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/03\/woman-wearing-overalls-using-phone-at-table-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2022\/03\/woman-wearing-overalls-using-phone-at-table-375x250.jpg 375w, 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class=\"c-post-card__primary-category t-category\">Analytics<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Google Analytics 4 is Coming, But *Please* Do Nothing For Now<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Eric Hochberger<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Mar 28, 2022<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 It&#8217;s been two and a half years since Google first announced Google Analytics 4, the latest version of its ubiquitous Google Analytics service. 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There&#8217;s a Better Way\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch.jpg\" class=\"attachment-large size-large\" alt=\"woman looking at her laptop sitting on the couch\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-320x213.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-375x250.jpg 375w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-555x370.jpg 555w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-344x229.jpg 344w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-281x187.jpg 281w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-335x223.jpg 335w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-347x231.jpg 347w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-520x346.jpg 520w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/07\/woman-looking-at-her-laptop-sitting-on-the-couch-640x426.jpg 640w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">SEO<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Should You Delete Content or Just Stop Linking? An SEO Dilemma<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">8 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Eric Hochberger<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jul 13, 2021<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 If you&#8217;re a new blogger, bookmark this and come back in a few years. But if you&#8217;ve been blogging for awhile, you may have already asked yourself this SEO question: Should you delete content that&#8217;s old and\/or not doing a lot for you? Looking for a quick answer? Sorry. We&#8217;re going&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/should-you-delete-content-or-just-stop-linking\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Should You Delete Content or Just Stop Linking? An SEO Dilemma\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 With the new year upon us, we as content creators and generally creative people start to get a little twitchy. It usually starts with a some inspiration: a friend that just finished an amazing site makeover, a gorgeous color palette or new fun font, or just a general want to reshift&#8230;<\/p>\n","protected":false},"author":44447,"featured_media":21691,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[30,17,19],"tags":[],"audience_post":[],"class_list":["post-4454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-website-analytics","category-seo","category-traffic-growth"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why Rebranding Is Bad For Your Online Business - Mediavine<\/title>\n<meta name=\"description\" content=\"For digital publishers, a website rebrand can be tempting. 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