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Domain Name Change and Rebrand Causes One Company to Lose 80% of Their Organic Search Traffic

Posted on the 20 November 2019 by Worldwide @thedomains
Domain change lost traffic

Not every rebrand and domain change goes as planned.

In the case of Looka formerly Logo Joy they are now looking at laying off 80% of their employees.

Patricio Robles wrote a piece on Econsultancy that delves into the rebrand and what might have gone wrong.

The article is an especially good read for anyone who is thinking of a domain name change and redesign of their website simultaneously.

From the article:

A once high-flying startup has laid off 80% of its employees and its survival is in doubt following a botched rebrand involving a domain name change that reportedly caused it to lose 80% of its organic Google search traffic.

As detailed by BetaKit, six months ago, logo and brand identity platform Looka changed its name from LogoJoy as it embarked on an expansion beyond its AI-driven logo service. Dawson Whitfield, Looka’s co-founder and CEO, told BetaKit that his company anticipated a 20 to 30% drop in organic traffic as a result of the domain switch from to, with a three to six month recovery period.

Read the full article on

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