In what may be deemed a risky move by changing domain names after already having been established, IAC has announced that its ServiceMagic brand will now be known as HomeAdvisor. The company did not discuss why the name change was deemed necessary in the press release announcing the news.
ServiceMagic acquired the HomeAdvisor.com domain name from Microsoft in September or October of 2011 according to the Whois history tool. The Denver Post reported that the domain name cost the company “well under six figures” although the exact figure was not reported.
Luckily for the company (and smartly), they were able to secure the matching Facebook, Twitter, and YouTube urls, which have already been utilized by the company.
My gut tells me the company derrives a considerable amount of traffic from Google and Bing, and a change of url can impact search rankings, at least in the short term.