How to competently rebrand a website without changing the domain?

Question

Search Engine Optimization

The name of the company is changing, respectively, all references to the old name on the site are replaced by the new name.
The problem is that there are tens of thousands of clicks on the old name from search engines.
Has anyone had a similar rebranding experience? How to minimize traffic subsidence specifically for keywords containing the old company name? How long do search engines remember the old name?

Answer 1

There was an experience.
It's called "Mirror Adjustment".
1. You create a domain, add it to the webmaster.
2. Add host: <new url> to the robots.txt of the old domain
3. After a message arrives in the webmaster panel that the new URL is recognized as the NEW MAIN mirror, you make 301 redirects.
4. You leave the old domain until the parameters are restored:
- TIC
- Number of pages
If there are problems, write to technical support.
The official manual is here:
https://yandex.ru/support/webmaster/indexing-optio...
https://yandex.ru/support/webmaster/yandex-indexin...