With changing consumer needs and business dynamics, brands are either getting merged or separated. Keeping deals and financials aside, one of the biggest tasks that comes across is domain name migration.
Technically, it sounds easier to merge the domains and change the brand name in content, but from an SEO perspective, that's not enough. There are a plethora of tasks at various stages required to make Google understand the movement. It could be hazardous in case you miss due diligence in SEO migration.
Download this guide If you are concerned about your organic traffic and are considering migrating to a new domain.