If you’re planning to migrate your e-commerce website to a new platform, maintaining your SEO should be a top priority. A poorly executed migration can harm your organic rankings, but with the right strategies, you can minimize risks and even see improvements. Let’s review how a site migration can impact SEO and the steps you can take to maintain SEO during a site migration.
How a Site Migration Affects SEO
Changes in URL structure
Even if your new e-commerce platform allows for customizable URLs, some changes to your URL structure are inevitable. These changes can temporarily confuse search engines and users. While 301 redirects can minimize the impact by pointing old URLs to their new counterparts, it may take time for Google to fully index and rank your updated site.
Loss of backlinks or authority
Backlinks are a critical part of your website’s authority in search engine rankings. During a migration, even with redirects in place, some backlinks may break or become less effective. Losing these valuable links can weaken your site’s authority and organic performance.
Temporary ranking drops during re-indexing
When you launch your new website and submit its sitemap, Google needs to reevaluate your content, index new URLs, and de-index old ones. This re-indexing process can cause a temporary drop in your search engine rankings as search engines adapt to the changes.
Steps to Maintain SEO During a Site Migration
Conduct an SEO audit pre-migration
A successful migration requires planning, and SEO is no exception. Before starting your migration process, conduct a full SEO audit to document your current keyword rankings, backlink profile and top-performing content. Understanding your website’s SEO health pre-migration will help you identify and address any post-launch issues quickly.
Set up 301 redirects for all URLs
301 redirects are critical for preserving SEO during a migration. Create a full list of your current URLs and map them to their corresponding new URLs on the updated platform. Import this redirect list immediately after the migration to minimize broken links and ensure that search engines and users can find your pages.
Submit a new sitemap to search engines
Once your new website is up and running, generate a new XML sitemap and submit it to the search engines. This will encourage them to visit your new website, find any 301 redirects you’ve created and index your new pages. It’s also an opportunity for search engines to discover any user experience improvements you’ve made during the platform switch.
Monitor rankings and traffic post-migration
Track your keyword rankings and organic traffic closely in the months following the migration. You may need to make adjustments to your content, upload additional 301 redirects to fix broken links or re-acquire backlinks you lost during the transition.
Conclusion
At the end of the day, SEO concerns shouldn’t stop you from migrating to a better e-commerce platform. With proper planning, you can maintain SEO during a site migration and even see long-term gains. A new platform that improves your website’s functionality, speed, and user experience can help you grow your organic traffic over time. By taking these steps, you’ll ensure a smooth transition while preserving your hard-earned search engine rankings.
If you’re handling your own migration, download my E-Commerce Migration Checklist below for a step-by-step guide to a successful transition.
Still evaluating platforms? Schedule a free platform consultation to explore your options.
Need professional help? Contact me today for a free quote on your migration to BigCommerce.
