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…
SEO is always the lowest priority, until it's not…
— Andrew Shotland (@localseoguide) May 6, 2016
So first off, let’s make the SEO case for buying Sports Authority.