What if a News Outlet Like Businessweek.com Disappeared?

One of the keys to controlling your digital reputation is understanding which types of content are most likely to rank well in Google, Bing, Yahoo and other search engines.

We track search results for tens of thousands of companies and individuals, including many who are not clients. Analyzing this data has produced some surprises. For example, for Fortune 500 companies, Bloomberg.com and Businessweek.com each appear more prominently than The Wall Street Journal or the New York Times combined. This means that when a brand wants to influence their digital reputation, they may want to engage with Bloomberg and Businessweek more than they might otherwise have thought.

But Businessweek.com has begun a disappearing act.

Businessweek is owned by Bloomberg, and the two have been maintained as separate sites online. As of this week, this is no longer the case – typing in www.businessweek.com now  brings up www.bloomberg.com. 

They have utilized a “redirect” code that tells browsers (and search engines) that they have permanently moved to a new address. Sure, old pages on Businessweek.com are being redirected to Bloomberg.com – but it’s not the same.

In many cases, companies and individuals have both Bloomberg and Businessweek results appearing when they are searched in Google. Now they are likely to have a single result from Bloomberg.

So what does this mean?

If you are Bloomberg, it means your site just got much stronger – having more pages and having eliminated one of its biggest online “competitors.” This will mean that instead of ranking at #6 and #7, they may often rank a single site at say #2 – likely resulting in a significant boost to traffic overall.

For companies and individuals it will mean a shake up in search results as hundreds of thousands of results are shifted within the search results page.

The key is to continually monitor your brand’s presence and diversify in your earned media outreach.