Should you change your name after divorce? The work perspective
Adrienne Fuller > 301 redirect > Adrienne Kmetz.
I legally changed my name last summer — an SEO's nightmare?
Let's talk about what nobody tells you when you're considering a name change mid-career. It's not just about paperwork anymore — it's about preserving your digital footprint while stepping into your new (or old!) identity.
Your professional identity can change and that’s ok
What’s in a name — at work? It's your bylines, your conference speaker bios, your client relationships. Take stock of where your name appears professionally before making the leap:
Consider your industry recognition, and how much of your expertise is tied to your current name.
How much of your industry relies on reputation. Doctors and lawyers tend not to change their name in the first place. If you’ve achieved significant accomplishments since getting married, you might want to consider that as well.
Some of my colleagues chose to keep their married names professionally while using their new names personally – and that's completely valid.
I chose to change it because…
My ex got remarried only 3 years later. I discovered it on facebook. After my heart lept straight out of my throat, I decided all three of us didn’t need to share the same surname. I decided right then I was going to change it back to my maiden name. I immediately opened a new tab and started researching what to do.
My maiden name is way cooler. KMETZ. It has a silent K and a Z! Much harder to pronounce and I do love having to spell it out for folks.
My identity was all fucked up. My ex is remarried already, I’ve had his name for almost my entire adulthood, almost half my life… What would it feel like to go back to the “old” me but in a new chapter? That duality has been a fun even if clunky place to explore, and getting rid of his name was the first step toward becoming more myself.
Screw the SEO impact, the Internet is fake and my name is me, it’s mine, it’s real, it has meaning, and it’s forever.
Prepare for at least 40 hours of work
Think of your name change like a product launch. Make an entire list of what to do first and how much it’s all going to cost.
For me, it took over 40 hours, 4 months, and $1000. Individually, everything cost between $20 and $100 to complete.
To begin, download, fill out, and file the paperwork necessary from your county clerk.
Make copies of everything, including the forms, wedding license, your passport, and driver’s license.
If your petition is approved, you’ll likely be required to take out 3 weeks of ads in a Sunday paper to fulfill the legal disclosure obligation.
Once the last ad runs, you can go back to the county clerk to schedule your decree hearing.
Once the judge hears your case and approves your name change, the document is notarized and your copy of the decree becomes your proof that your name change is legal. Get 2 notarized copies of this document because you’ll need to send it through the mail to get your passport. For me, the first copy was free and the second notarized copy was $20.
With decree, your Social Security card, and old license in hand, head to your social security office first to get your new SS card. Bring your passport just in case.
Your SS card, old passport, and the decree allows you to get a new driver’s license. Go ahead and schedule your DMV appointment.
After your new license comes, you can now apply for a passport. You won’t be able to do it online, but get started there and print the application documents and send it with one of your notarized copies of the decree.
Upload a copy of your new license and decree to your computer so you can send attachments online if necessary.
You can now contact your bank and insurance carrier to start the process of changing your names on your official bank and insurance records. Don’t forget your will and trust and any other legal documents.
Get your new credit cards first, so that you can now change everything else that requires new payment methods.
Next, go down the line of importance: Your core professional documents – licenses, certifications, and legal paperwork; your W2, memberships, doctor’s offices, pharmacy, online accounts, streaming.
Your website, email signature, From: name, Zoom name.
Then move to your public-facing social media profiles and client communications. I didn’t send some awkward announcement — just started changing account names and documents until I got to the last one.
I put “nee Fuller” in my Linkedin profile to indicate that my new name is in fact new and you may recognize me by another name. I left this up for 6 months.
Enjoy the new chapter!
Welcoming the next chapter
Remember: Your professional reputation isn't built on your name alone — it's built on your work, relationships, and impact. A name change doesn't erase that history; it just adds a new chapter to your story. Celebrate what you’ve accomplished and step proudly into your new era.
Beyond the visible changes, there's behind-the-scenes work to maintain your professional presence. Set up email forwards, update your website's SEO, and ensure your old name redirects to your new profiles if you are creating new ones.
Just like when you got married, it might feel like once it’s done, you’ve crossed some kind of threshhold where you can never go back. For me it was freeing, reaffirming, and confidence-boosting. I hope it is for you too. -Adrienne
The key? Be organized, be thorough, and most importantly, be patient
Your professional network will adjust, search engines will catch up, and eventually, your new name will feel as natural as your old one did.
And for those wondering about the SEO impact?
Yes, it's a temporary hit to your SEO
If you’re in editorial with significant bylines and bodies of work to your old name, you’ll want to discuss the impact with an SEO. In my particular case, my new legal name was now available as a domain, so I was already going to have to deal with a 301 migration. I kind of fancied the idea of starting from scratch because now I can be intentional about creating my digital garden.
You don’t have to do anything you don’t want to do. You can keep your current name and own it, or you could change it to something else entirely (I considered a middle name of “moon” for a hot second). With one step at a time, your digital identity can emerge even stronger than before.
Trust me! I'm living proof.
