Do we Zig or Zag?

During 2014 and 2015, we learned a lot about who our main search competitors were. Besides Quit Smoking Community, we also had TBEC.

 

TBEC was the acronym popularized from their exact match domain: the-best-electronic-cigarette.com


At a time when EMD’s were fizzling out of relevance in terms of having an SEO edge, TBEC decided to make a move.


It was summer of 2015, and we were in full-on content creation mode, climbing the rankings while the popularity of vaping soars. 


We noticed TBEC was ranking just as well as us for articles. We had very similar content and ranked for the same keywords. We were ‘fighting for market share’ of the vaping keywords pie in 2015.


From our estimations and what we could see from our competitors’ websites, we were at least matching content creation for all product review sites in the industry.


One day, we had been browsing the competition, when we noticed that TBEC had redirected their TBEC domain to their new domain: vaping360.com


At that point, TJ and I had decided to reach out and start communicating with TBEC; as we noticed they were in the middle of a branding pivot.


Migrating domains is no easy task, and we were curious to see how their branding pivot would work out for them.


If I’m being honest, I do remember at one point having a conversation with TJ about “what if they fail and their site migration doesn’t work?”. “That would be really good for us.” “We would take over the SERPS.” 


Now, I know that sounds really bad. And I wasn’t really serious, it was more like a ‘hold your breath’ moment and talk a little crap about the competition. But why joke about such a big moment for our competitors?


Because we knew how huge this transition for them was going to be.


We understood that if the guys over at TBEC pulled this site migration off, it was going to do wonders for their site authority.


See, right around the same time, TJ and I had talked about possibly doing a rebranding change as well, because we also had an exact match domain.


We were still ranking very well in Google, so we opted not to go through with a rebrand. 


We were tracking all of our competitors through SEMRush and Similar Webs, and figured it would be more risky to endure a site migration that we were not experienced in doing.


However, we were able to watch one of our main competitors' transition their branding from TBEC to Vaping360. 


See, when your business is reliant on search traffic, redirecting your pages to a new domain name is not the easiest task.


Yet, if done correctly, this branding change could boost TBEC’s (V360) search rankings for the long haul. It’s a great risk reward strategy in terms of SEO

 

There are a lot of things that can go wrong in the process. You need to understand the proper redirection implementations and the correct way for dealing with external and internal linking structures.


All the while keeping the business up and running and doing everything you normally would be doing.


This was a task that TJ and I decided we didn’t want to venture into just yet.

We decided to stick it out because we didn’t want to go through all the redirects and link changes.


We didn’t have the capacity to do that in-house without taking away our focus from content creation.


TBEC actually dipped in rankings when they first redirected their old domain to their new domain for the first 30-60 days in the search rankings (according to Similar Webs data back in 2015).


However, after those 60 days, their ceiling for search terms became higher and higher when their domain transition to vaping360.com finished.


They started ranking higher in Google search for more keywords than they were previously ranking 5,6,7 for. They had a successful rebrand and SEO transition with their domain redirect.


They actually boosted their rankings, and now they’re a fresh website built on the authority of their old one, and that’s when they started to really take off.

See, TBEC was transitioning to a more long-term, brandable name for their review site.


In fact, right around this time we had reached out and had a few phone calls with them to talk with them about the branding change. 


We had started to talk about how we were thinking of doing the exact same thing, however we recognized the risk and rewards of doing so. 


We did briefly talk with Vaping360 and I remember the conversation about content creation with them:


“How many writers do you guys have?”


“We have 3 writers, 1 editor and a publisher” 


Their response surprised us.


“We have 8-10 different writers doing the same amount of output.”, Vaping360 said.


So we found out that we were actually keeping up with Vaping 360 in terms of content creation. 


5 people total working on the content creation process allowed us to release a 1500-2000 word article every day in 2015.


But as we would soon find out, that wouldn’t be enough...