What are peoples thoughts on changing the URL of an established website because the focus of the business has tilted?
The existing domain name would still be active (at least for a year) and would direct users to the same website, but the 'master' URL that is used for marketing, and displays in the address bar when the website loads would be new.
What are the best practices around this? Can it harm SEO significantly? Does having multiple redirects like this hamper page loading speeds?
Thanks for any input.