I once supervised the rebranding strategy of a well-known European brand.

As a growth advisor, my role went from multi-year technical SEO considerations to weekly discussions with the CEO regarding branding.

I convinced the CEO to rebrand and acquire the best possible domain name. In this case, it was a one-word “category killer,” meaning the most valuable name you can think of in any given industry. Our company had a substantial budget, and we successfully acquired this fantastic domain.

Rebranding meant I would have to manage the migration of 100,000+ URLs from multiple domains to this premium domain name.

From a behavioral perspective, I knew this type of domain would instantly change how this brand was perceived.

I’ll list 3 benefits that may appear unexpected for growth advisors who haven’t worked on enterprise projects:

1. Increased CTR

People love to see and use great names because they are intuitive and beautiful. In search engine result pages (SERPs), our CTR quickly increased.

Google can arbitrarily rewrite your meta titles and descriptions to match the users’ search intent. But the one thing you have complete control over is your domain name. No search engine can rewrite your domain. That means great domains stand out in SERPs.

2. Instant credibility

Premium domain names are instantly memorized. That’s true online and offline. I took advantage of this well-known reality and ensured that our new domain was printed everywhere: flyers, billboards, magazines, business cards, etc. Again, the result was a spectacular gain in credibility worldwide in less than 24 months.

3. No backlink profile dilution

To avoid a phenomenon I call “backlink profile dilution,” I redirected the entire domain name portfolio, which included gTLDs and ccTLDs, to this premium domain name.

While I cannot reveal the exact domain, the international SEO strategy I created had one goal: to get the best backlink profile. To achieve this, I targeted each new European market using language subdirectories hosted on our new category killer premium domain:

categorykiller.com/de (German),

categorykiller.com/fr (French),

categorykiller.com/es (Spanish), etc.

After our rebranding, each mention in the press linked to our new .com domain name. We no longer had to worry about backlinks being diluted. We kept our valuable ccTLDs and redirected traffic our new .com domain.

Sales and profits, exploded and the rest as they say is history!