This morning, I woke up to an interesting snail mail in my inbox – My insurance provider Prudential Asset Management (Singapore) Limited would be changing it’s name to Eastspring Investments (Singapore) Limited. That was a perfect way to awaken with my eyes wide open as we have recently been working on a number of Rebranding projects. In most of these projects, the client is changing their name or moving to a new domain name.

Most of the time, we get called in for a simpler sounding task like “Make us a new website” or “Figure out our new Social Media strategy”. Search, as always is the black sheep in the family of Internet marketing tools. Even though 20-40% of every website we see gets its traffic from natural search, presence & traffic from that medium is just assumed, without much thought …