In 1998, when Google was founded, the search engine handled 10 thousand queries a day. After a year, this number grew to 3.5 million. Today, it is nearly 3.5 billion per day. How many of those queries are relevant to your online store? You probably know this perfectly well since you are keeping track of the statistics. For most online stores, organic traffic is the main source of visits. In the case of migration to a different platform, there is a risk that the results you have worked so hard to achieve until now will be lost. What do you have to do to have the greatest possible share in those daily 3.5 billion search queries when transferring your store to another platform?
Migrating a store to a different platform – what should you pay attention to?
Migration of an online store must be carefully planned and carried out according to a strict schedule. Then, you improve the chances that temporary loss of traffic will be minimal, and potential drops in search rankings will be small. Where do you start?
Choose the right time
Analyze the traffic on your current e-store and account for seasonality. Then, you will choose the optimal time for migration. Although we always assume an optimistic scenario, which predicts minimal loss of traffic, it’s better to be safe than sorry and make sure that, even if traffic loss occurs, the e-store will not record substantial loss of profit.
Optimize the new website prior to implementation
Analyze the test version of the new website. Check if the following have been prepared correctly:
Meta tags (title and description)
H1, H2, H3 headers
ALT attributes in images
Download the full URL list of the old website. In doing so, you will also identify indexing errors and eliminate them prior to transfer to the new platform.
Assign items on this list to the target pages of the new website. Remember to apply 301 redirections, which give the Google robots a clear signal that the content available at address A is available at address B from now on.
Designate pages that will not be migrated with 404 or 410 status. For Google, this will be a signal that the page was deleted, accelerating its removal from indexes.
Report the new website to Google Search Console
Report the new sitemap to GSC. In this way, you will speed up indexing of the new store and reduce traffic downtime.
Take care of analytics
Implement the Google Analytics code in the new online store before the website is made public. Remember to observe any changes in traffic during migration.
Track progress and optimize
After making the new store publicly available, monitor what is happening around the website. Make sure that all URLs have been redirected and are built properly – i.e. are short and contain keywords.
Also remember to check the e-store’s adaptation for browsing on mobile devices. “Mobile first” is the keyword for achieving good organic results on Google.
If you perform e-store migration to a new platform without accounting for SEO, you put your business at risk of losses. Account for all of the above information, and migration will be problem-free!
If you have any questions concerning e-store migration, contact us. We have already done many projects like this, and we will eagerly share our experience with you.