The SEO risks & rewards of buying multi-location companies
SEO value is rarely considered in acquisition deals. Using Sports Authority as an example, columnist Andrew Shotland discusses how a website's SEO should factor into these discussions.
Sports Authority, the US sporting goods retailer with 450+ locations, recently announced it was seeking a buyer after filing for bankruptcy.
When it comes to acquisition deals like this, the buyer looks at a number of factors to help determine the value of the asset; however, they often do not consider the SEO benefits and risks as part of the equation. Perhaps it’s too small a factor when talking about billion-dollar transactions.
But once the deal is closed and the SEO goes south, it often becomes a huge distraction as teams scramble to undo the damage they have done while simultaneously trying to address the usually more high-profile non-SEO business priorities. As I like to say…
So first off, let’s make the SEO case for buying Sports Authority.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.