OVERSTOCK’S BED BATH & BEYOND REBRAND: THE SEO IMPACT

Summary from the TLDR Marketing newsletter

Overstock relaunched as Bed Bath & Beyond and redirected one website to the other - likely a bad decision for SEO. In addition to losing a position in SERPs where both sites had appeared, it also didn’t cleanly 301 redirect all URLs to an equal counterpart on bedbathandbeyond.com. SEO traffic for the website probably won’t ever reach the previous total combined traffic of the two websites. This article contains a list of steps Overstock should’ve taken as part of this migration to help maintain traffic.