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Tracking the Impact of a Company Rebrand: Organic Search Marketing

DialogTech

DialogTech recently underwent a full rebrand. After nearly eight years as Ifbyphone, our company decided it was time for a change. Launching a new brand brought up a lot of questions from company stakeholders, particularly around the impact these changes would have on our organic search efforts:

  • What impact will the new brand and website have on our organic traffic flow?
  • Will we suffer from a drop in traffic and leads from SEO?
  • How long will it take Google and other search engines to index and rank our new website?
  • How can we ensure minimal negative impact on organic search rankings?

Internally at DialogTech we use a marketing automation and CRM tool, our own call tracking software, Google Analytics, and a few other tools to monitor and collect data. We use Marketo for email marketing and landing page forms. We use our own Voice360™ call tracking technology to track the inbound calls our marketing generates, and all of those calls are tracked in our Google Analytics Integration alongside our other website data. Our Marketo and call tracking data syncs with Salesforce CRM to track leads, opportunities, and revenue. The systems we have in place ensure that all of the activity that takes place on our website and offline is accurately tracked and attributed. Since the modern customer journey is so complex, it’s now critical to track online and offline behavior, and it requires multiple technologies in order to do that accurately.

There were several tools that were instrumental in helping us accurately track the organic impact of our company rebrand. Salesforce, Marketo, and DialogTech’s Voice360 call tracking helped us understand which search engines, landing pages, and keywords drove the most leads, phone calls, opportunities, and revenue prior to the launch. Tools like Moz Pro and Raven SEO helped us understand in great detail which search engines, keywords, and landing pages were driving the most organic traffic to our website – and then monitor keyword rankings post-launch.

Having a comprehensive understanding of the impact organic search had on our website and revenue prior to the launch of our new brand was key in tracking the organic fluctuations post-launch. Here are few things we did to track the organic impact of the DialogTech rebrand:

  • Gather benchmark data prior to launch over several different time periods, including unique visitors, top pages, top referral sources, traffic from specific search engines, and phone calls. Post-launch, record the same data over the same time period and analyze.
  • Pull keyword rankings reports prior to the launch on your top keywords for multiple locations. Post-launch you will find yourself actively monitoring SERPs for keyword rankings, and you can also use Moz’s keyword ranking tool to monitor rankings for multiple locations.
  • Maintain a clean record in your CRM of the number of leads generated for organic search prior to launch and compare post-launch – this should include leads from web from submissions and leads from calls.
  • Map out every page from your old site and determine the course of action (keep, delete, merge) for each page. You can then establish 301 permanent redirects, this is the standard best practice, to point all of your old pages to your new website URLs.
  • Monitor the number of crawl errors and server errors (if any) in Google and Bing Webmaster Tools prior to launch and post-launch. Configure Webmaster Tools immediately when you launch your new website to monitor for any critical errors.
  • Track your website’s domain authority, the page authority of your homepage, and the number of external backlinks pointing at your website.
  • Create a contingency plan that enables your team to roll back to the old website – in case of any major emergencies.

These are just a few of the hundreds, maybe thousands, of tasks that the DialogTech team completed over the months prior to the announcement of our rebrand. The list of action items was long, and less than one month post-launch we are still meticulously tracking keyword rankings, search engine referral traffic, and much more. As we go through the process of tracking these metrics, there are optimizations that need testing and implementation every day.

Despite months of planning and strategizing, the day we launched there were several items that we missed. Don’t forget to update your RSS feed, company profiles on review sites and directories, and plan for an interim period where you remind people that your new company used to be your old company like this: “DialogTech, formerly Ifbyphone.”

Predicting the outcome this launch would have on organic search was near impossible – but by tracking the marketing and PR produced by this launch, including our new website, we’ve been able to come up with measures for success.