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After a Merger or Acquisition, What’s the Best Way to Harmonise Stakeholders Around an SEO Strategy?

SEO
20 Jun 2025

If your internal teams aren’t aligned around a shared vision and motivated to execute, you’re going to struggle post-merger. Here’s how to get it right…

When two businesses become one, aligning stakeholders around a single SEO strategy can be harder than the technical migration itself. The reason for this, of course, is that SEO success depends on cross-functional buy-in, all the way from the boardroom to the dev team.

If internal teams aren’t aligned on what the SEO strategy is, why it matters, and how it’s being implemented, your new unified brand risks losing visibility, momentum and market share.

So how do you get everyone, from the C-suite to content creators, to pull in the same direction? Here are the key steps to consider…

1. Start with a unified vision

The first step is to define a clear SEO north star. Consider:

  • What does success look like?
  • What are the non-negotiables in the new strategy?
  • How does SEO align with broader business goals (brand visibility, lead generation, ecommerce growth, etc)?

Get executive leadership involved in this process. SEO shouldn’t be viewed as ‘just a marketing thing’ but rather as a core part of brand equity in a digital-first world.

2. Run an SEO kick-off workshop

Once your vision is defined, bring key stakeholders together to communicate it clearly. A merger is the perfect time to reboot how teams think about SEO. Invite:

  • Marketing leads
  • Product owners
  • Dev and UX teams
  • Customer service
  • Sales leadership

Use the session to:

  • Explain how SEO impacts their KPIs
  • Share benchmarks and migration goals
  • Bust common SEO myths or outdated practices
  • Identify key players for implementation

3. Assign clear ownership and roles

One of the biggest post-merger mistakes is assuming ‘someone else’ is handling SEO. It’s a good idea to use a framework like RACI matrix (Responsible, Accountable, Consulted, Informed) to:

  • Define who manages redirects and tech SEO
  • Clarify who oversees keyword strategy and content production
  • Align reporting responsibilities

When everyone knows their lane, and understands how roles and responsibilities are meant to fit together, execution becomes smoother.

4. Create shared dashboards and reporting

Data is your friend, especially when you need to bring sceptical or siloed teams onboard. So build shared SEO dashboards that:

  • Track organic performance for both legacy brands and the unified site
  • Visualise keyword gains/losses
  • Highlight content performance
  • Include business-friendly KPIs like leads or revenue

You can use visual tools like Looker Studio (formerly Data Studio) to make your reports easy to digest at a glance.

5. Communicate early, often, and in plain English

It’s easy to make SEO sound technical and complex, and that can quickly create problems when you need broad alignment. So your internal comms plan should:

  • Regularly update teams on SEO milestones (site migration dates, new keyword focuses etc)
  • Celebrate quick wins to build momentum
  • Explain changes in accessible, jargon-free language

People can’t support things they don’t really understand; plain communication builds trust.

6. Integrate SEO into everyone’s workflow

SEO shouldn’t be something teams do after a campaign launches. It should be baked into the process.

So work with each department to:

  • Add SEO checks to product release cycles
  • Train content teams on keyword intent and on-page best practices
  • Ensure developers are aware of crawlability, load speed, and Core Web Vitals.

Make SEO part of the way your business operates – not just a box to tick.

7. Be realistic about change management

Remember: you’re not just changing tactics here. You’re shifting habits and mindsets, so some resistance and friction within teams is only to be expected. And even those who are excited by the new developments may need upskilling.

Support adoption by:

  • Offering training or workshops
  • Pairing SEO experts with different departments
  • Showing how SEO contributes to shared goals, not just traffic numbers

SEO support at any stage of a merger

Chillibyte has worked with a diverse range of clients before, during, and after mergers, helping them navigate the unique digital challenges that come with change. Our comprehensive approach to SEO ensures that businesses maintain, and improve, their online visibility throughout the entire transition process. From preserving search equity and minimising traffic loss to aligning new brand structures and strategies, we provide tailored solutions that support long-term growth. With Chillibyte, businesses emerge from mergers not only intact online, but stronger, more visible, and better positioned for success in competitive digital landscapes.

Contact us today and discover how we can support you during a merger, at any stage.

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