Paid search helps HomeAdvisor rebound from search-ranking drop during rebrand

09/20/2013 | MediaPost Communications

HomeAdvisor was able to minimize the damage to its website search rankings when it rebranded from being ServiceMagic in part by using paid search to compensate for its temporary drop in organic search rankings. The company also tested to find its best-performing keywords and migrated those first when the site changed, and shifted content from the old domain name to the new one gradually. The overall improvement the brand saw over time was 24% more clicks on Google and a 5% increase in conversions.

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