Name change and SEO – how to stay visible

I am marrying a wonderful woman – and changing my name. Personally, this is a meaningful step. Professionally, it raises an immediate question: what happens to my SEO?

How do I ensure I am still found on Google under my new name? And can this even become an opportunity to strengthen my visibility?

A name change is a brand change

For freelancers, entrepreneurs and creatives, a name change affects far more than official documents. Your name is part of your brand. If you want to stay visible online, you need to manage this transition strategically and technically.

What needs to be updated

• Structured data (JSON-LD: Person, Organization)
• Social media profiles
• Google Business profile
• Domains and author pages
• Email signatures and bios
• 301 redirects
• FAQ or notice: “formerly known as …”

Central personal hub

I created a central hub at denise.hollstein.one that links all my projects and profiles under my new name.

Structured data example

Updating structured data helps search engines understand that both names refer to the same person.

Special case: transition and deadname

In the context of a transition, it may be important to protect privacy. In such cases, omitting alternate names can be the right choice.

Conclusion

A name change is both emotional and digital. If you want to remain visible, you need to act proactively. I have gone through this process myself and know exactly what matters.