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We recently acquired a premium domain name

The domain we were operating on before had a lot of SEO done on it, as well as branding campaigns.

Now that we have the premium domain, would it be wise to start doing SEO on the premium domain and discontinue old domain promotions if we plan on changing the brand name?

to clear up any confusion, we own for example AAAFurnitureStore.com

we acquired the premium domain: AAAFurniture.com

should we redirect AAAFurnitureStore.com -> AAAFurniture.com

or since we already have established presence/brand do opposite and redirect

AAAFurniture.com -> AAAFurnitureStore.com

and keep the brand name same as "AAA Furniture Store"?

I often check Open site explorer to see if I increased in linking root domains to my site after getting some backlinks on it. I have a concern about the number it is displaying:

How does this statistic get updated?  If I spread backlinks on some sites do i have to do anything else like ping it so google can crawl it so OSE sees it and counts it towards my linking root domain statistic? Is this current figure OSE is reading from cache and giving me an outdated number?

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If i have a keyword rich domain name, but i redirect it to a brand domain name, will doing seo for the keyword rich domain name be effective in showing up on google under that domain, for the keyword i do SEO for?

or does this cause a conflict for spiders/robots as soon as they realize the page they want to check out is getting redirected to another domain name?