Name Change Is Not Advisable

It sounds like a possibly good idea, on paper at least: a client wants to rename all their online properties due to a negative online reputation.  

Unfortunately, several damaging links hound them posted by a competitor, showing up on the top of the first page of Google searches. They want to change their business brand because they are moving into several new ventures. Still, more importantly, they see it as an opportunity to make those damaging articles go away. While this might seem like a viable option, however, their negative online reputation could continue to haunt them, even with a new online identity, website, and social platforms. Here are seven reasons why. 

Both Reputations Could be Damaged

When searching for the new company name, Google will probably still serve up links to the old site and previous social media platforms, such as Twitter, LinkedIn, etc. If–or when–this happens, both the new and the old brand will be tainted, doubling the problem.

Appear to Hide Bad Reputation, Leading to More Negative Comments

Switching to a new name can make the business appear to hide the negative reputation or be culpable. This would generate additional negative online press, comments, and blog posts, especially if the original writer or competitor, or others see this.

Old Brand Is Still Vulnerable

Some people, users, and clients will still search for the old business name and easily find the negative articles. The more they click on the links, the more they will move up in Google searches.

No Defensive “Reputation Firewall”

When the old content creation and other activities will cease, the multiple negative links move up, becoming more visible on top pages. Since the business has moved on to the new platform, the old one is left highly vulnerable. Left unattended with no defensive “reputation firewall,” the negative links will rise quickly.

Redirection to Old Site Still Makes it Visible

Since the old website will probably redirect to the new site, the original name will still be searched for and will thus uncover the harmful links.

Google Auto-Complete

Google’s Auto-Complete still will display the old site and brand in searches–possibly when searching for the new name.

Original Author Could Write Additional Negative Articles

With the new name, the original writer might feel encouraged to write additional harmful content, feel liberated from legal constraints, and spread additional damaging information online. So while it might seem logical to change the old online brand to a new one, it probably will continue to be destructive.

The solution is to conduct an online reputation repair solution made up of amazing content creation and share very frequently on targeted industry-related platforms.