26 Melissa Downes, head of global marketing at Degrees, pointed out the challenges and tasks faced by search engine optimization (SEO) after rebranding, and discussed issues such as rebranding strategies and costs。

This process usually takes months or even years to develop a strategy (depending on the size of the brokerage firm) and is costly。Although no brokerage firm has revealed the cost of rebranding, several executives have stressed that the cost of rebranding is "high."。In addition, brokers must also consider the time they spend and the so-called "opportunity cost."。

Many challenges of rebranding

In addition to costs, rebranding poses many other significant challenges for brokers。Faced with this daunting task, marketers must ensure that brand awareness, loyalty, and trust remain constant。

"In our particular industry, rebranding is an interesting thing.。We often see some brands rebrand out of necessity or internal struggles and difficulties, "said Melissa Downes, Head of Global Marketing at 26 Degrees.。

"It is vital that we do not lose the brand loyalty and trust we have built with the Invast Global brand over the past decade, and that the new brand has clear goals, a mission statement and a spirit that builds on our strengths."。"

Rebuild SEO for new brands

Unlike many qualitative areas, brokerage firms can easily quantify the impact of rebranding on SEO。Established brokers spend hundreds of thousands of dollars, even millions, on SEO to drive organic website traffic。Rushing to rebrand risks ruining years of SEO work overnight。

Downes said: "It is important to ensure that the new site is SEO and that the migration from the old site to the new site is as smooth as possible.。Building SEO on a new website with a new brand name is always difficult and requires long-term accumulation。However, with the assistance of our agency partners, we ensured that the new site had a solid foundation to maximize SEO growth.。"

26 Degrees was rebranded last June, and according to the company, organic impressions have increased by 150% since the first month of rebranding.。Website sessions also increased by 55%。Interestingly, the company still retains the traditional website of the Invast Global brand and redirects potential customers to the new 26 Degrees website.。In this way, they divert organic traffic from old brand keywords to new sites。

Retail brokers are reluctant to give up traffic to traditional brands。In the case of Admirals, the broker is still offering its services using its traditional website in some non-European markets.。

Taurex founder and CEO Nick Cooke details Taurex's SEO strategy: "Our SEO team has played a leading role from the beginning, focusing on all aspects of SEO for new websites.。We strategically implemented 301 redirects to ensure a smooth transfer of our online business。We carefully updated backlinks to keep links fair。We promptly submitted the sitemap to the Google search console。These proactive steps have allowed us to transfer as much of our established authority as possible to Taurex.。

Vantage also credits its "restructured marketing and branding framework" to improved SEO after rebranding.。Geraldine Goh, chief marketing officer at Vantage Markets, said: "Through brand search terms and SOVs, we hit new highs every quarter."。

"Some of the challenges we faced at the time included getting all of our global teams to join the change, as each market and region had its own requirements, initiatives and priorities to keep the business running smoothly.。"

Rebranding a CFD broker can undermine a site's SEO performance as it involves changing the domain name, logo, content, design, and site links。These changes can affect the site's ranking, traffic, conversion rates and reputation, and can lead to technical issues and errors。

According to Similarweb, 100% of Taurex's traffic in October came from organic search, while Vantage's traffic was 20%..4% from search, 67.88% from direct search。The new 26-degree site received 14,100 monthly visits in October, compared with 8,700 monthly visits to the old site.。New Website 56.45% of traffic comes from organic search, compared to 33% for older sites..3%。

direct and indirect effects

Rebranding decisions have direct and indirect effects, and brokers will soon realize that。Taurex noted that it witnessed "a significant rise in new account registrations," while Vantage saw "the biggest improvement in customer perception."。

Cooke said: "We set a record in October, and interestingly, we have surpassed these numbers in November, showing a clear month-on-month growth trend.。Equally important, deposits have increased significantly, reflecting the increased trust and commitment of our customers.。This is the tangible, measurable impact that we expect and expect。"

Speaking about the indirect impact, Goh said: "The renewed brand has attracted more partners to work with us, allowing us to work with top partners in different fields to jointly advance our goals, vision and business."。

What are the criteria for success?

All retail and major CFD brokers have their own reasons for rebranding。While branding is qualitative, marketers use both qualitative and quantitative parameters to measure the success of rebranding。

Goh added: "We use metrics such as web analytics, social media engagement and media coverage as basic benchmarks to measure the success of rebranding..We are very pleased with the results and are not ready to stop at this time.。"

For Taurex, rebranding success "is not just about looking at traditional metrics," Cooke said: "While the sharp rise in new account registrations and the increase in customer deposits may indicate high market acceptance of Taurex, it is not enough.。"

"It's about our reputation in the marketplace.。The development of online trading industry can not be separated from trust and reputation。Customer perceptions and discussions of Taurex are critical to us.Our reputation is also reflected in the response of our partners and industry peers to new brands.。"

"While metrics are important, the true measure of our rebranding success is the continued trust and respect we have earned from our customers and peers.。"