We are nearly ready to switch to our new brand. This is a difficult thing for me, because in order to do the transition, I essentially have to put a bullet into snowflakesinhell.com, which I’ve spent the better part of 5 years building up, and never look back.
Not that the domain will stop working. I’ll configure my web server to send out a 301 redirect to the new domain name, which will make it completely transparent to end users, and Google will figure it all out and move the domain internally too. But I will take some hit in page rank, from what I’m seeing. Something like 5 to 10 percent, which may or may not even be noticeable.
The real nail biter is that once I do it, it’ll cost me even more to go back. No finding out something didn’t work as well, and just switch everything back to the way it was. Once we move into SIH 2.0, soon to have a different name and domain, that’ll be it. No turning back.
Of course, I could get cold feet and back out. But I’ve put two weeks of work into experimenting with new looks and new feels, have gone through three different themes, and had woes signing up with the standard advertising outfits. We are going to proceed forward. Very soon. After I’ve had enough to drink :)