I just bought a website that has lots of organic traffic in the same niche that I plan to build another website in. The site I just bought is exactly the type of website and traffic that I want, but for branding reasons, among other reasons, I need to change the name of the site I purchased to the name/domain that I plan on building from scratch. How can I keep the organic traffic and rankings coming from the site/domain I just bought, but under a new name/domain and website of the exact same niche? I was going to do a re-direct on all the pages of the purchased website pointing to the new website, but I was advised against this and I am stuck for a solution. Thanks for your time and if you give a helpful answer I will give you rep/thanks.