eCommerce Migration and Your SEO Campaign
Sometimes you need to migrate your eCommerce business to a new platform. If you need your website to feature functionality your current eCommerce platform doesn’t offer or you’re overpaying for features your business doesn’t need, it might be time to consider a migration
One important consideration to make when you migrate your business is how it will impact the efficacy of your SEO campaign. SEO campaigns can last for months to years and often involve an extensive network of links. Moving your platform means all of that work and link equity might be placed in jeopardy.
Protect your Links
If your migration is going to affect your URL structure, you will need to implement 301 redirects to your old links. Without doing this, your SEO backlinks from offsite content will no longer direct to your website and Google will no longer associate your business with them. This can quickly drop your Google search rankings.
For internal links, be sure to physically actually change them rather than using more redirects. Too many redirects will slow your website down and negatively impact the user experience.
A new platform will also mean new SEO options. Making sure your SEO data is compatible with your new platform is crucial. If you know that search engines will analyze your new pages differently, you will have to adjust your strategy to match.
Use a Sandbox
Sandboxes exist for a reason. Before you implement your migration, test the new website and make sure all your links work properly. Generate a migration checklist and ensure all your concerns have been addressed before you pull the trigger. By testing your links before you move, you can make sure that your migration doesn’t affect the SEO equity you have spent months building.
A sandbox is also the perfect place to test your new website’s functionality. Making sure your website maintains all its features will ensure that the work you’ve put into your SEO pays off in high visit durations instead of bounces.
Check and Double Check Everything
If you want to avoid significant content errors, it’s important to index your website. A thorough analysis will help find any broken links or duplicate content before you migrate your data. Migrating is the perfect time to take care of these problems so they don’t follow you to the new site. Too many broken links can negatively impact user experience and Google’s opinion of your site.
You will also want to check your analytics before you implement your migration. Knowing factors such as average traffic rates and keyword rankings will be crucial once you migrate. Comparing your pre and post-migration analytics will be the basis for determining any adjustments your SEO strategy might need.
You will likely notice at least some drop off during migration. This is completely normal and is no reason to panic. You are migrating for a reason that will help your business, and your traffic will increase as long as you continue to execute an effective SEO campaign.
At Genius eCommerce, our goal is to keep vendors up to date on the latest in eCommerce. Check our blog to find more information about SEO strategies and tips to help your business succeed.