I searched the current questions and found similar questions but nothing as specific as what I wanted, so...
We are a graphic design school in Melbourne Australia. We have a website - www.graphicschool.com.au - that ranks fairly well in Google for our particular search terms. We have rebranded the organisation and want to change the website domain name to the new branding - www.grenadi.vic.edu.au - but obviously do not want to lose our hard earned SEO and rankings. We only have two strategies so far, and are not sure what the pros and cons to either strategy are, or whether there is a better way.
The two ideas we have are:
Option 1) Just swap the domain name.
We were thinking about swapping the domain name and setting up 301 redirects to tell Google that the old page that ranked well is now this page 'x' on the new site. I've read that you lose all your valuable links doing this because they are domain specific and the 301 doesn't forward your links.
Option 2) Build a second website.
This idea is that we would build a second website with our new domain name and branding and build up that site until it ranks as highly as the first site and then start to remove the first site. We're planning on completely redeveloping the current website anyway and changing and adding lots more content as well so this option is not out of the question.
Any help, thoughts, suggestions or further options would be greatly appreciated. Feel free to discuss.
Can I also please suggest that a new category is added under 'The SEO Process' - something like 'rebranding / migration'
Cheers,
Anthony