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Transferring an online shop to a new platform or domain is a task that requires the right strategy to avoid loss of traffic and a negative impact on search engine positioning. An inappropriate approach can result in a drop in visibility on Google, a reduction in the number of customers and a deterioration in sales performance. Here's how to relocate your online shop safely, while retaining traffic.
How do you relocate your online shop safely so that you don't lose traffic?
1. detailed migration planning
Before you start moving your shop, make a list of all the elements that need attention. Focus on those that are relevant for SEO (URL structure, content, meta descriptions, internal links) and make sure all data is transferred securely.
What to include in the plan:
- Products
- Categories
- Customer data
- Order history
- Product reviews and ratings
- URLs
- Page content
2. perform an SEO audit prior to migration
Before starting the migration process, carry out a detailed SEO audit. Gather information about your site's current performance as a benchmark after the migration.
The audit will help you identify which elements are most valuable from an SEO point of view and which need to be replicated accurately on the new platform.
3. 301 redirects - the key to maintaining SEO
One of the most important elements of any online shop migration is the correct configuration of 301 redirects. They are an indication to the search engine that a page has been moved to another address.
Redirects are essential to ensure that users and search engines can seamlessly navigate to a new version of your site without encountering 404 errors that could harm your SEO.
If you are using a CMS (e.g. WordPress), plug-ins are available to help you manage redirects, e.g. Redirection. With their help, you can add redirects and track errors.
4. maintenance of the internal link structure
Internal links play an important role in SEO. When migrating them, make sure their structure remains the same.
Correct internal link structure helps search engines better understand the hierarchy of your site and improves navigation for users.
5. post-migration monitoring
Once the migration process is complete, it is very important to monitor the performance of the website. For this purpose, you can use tools such as Google Analytics, Google Search Console and various SEO tools.
What to look out for:
- Changes in website traffic - are you seeing a decrease or increase in visitors?
- Increase in 404 errors - may suggest that redirects are not working properly.
- Keyword ranking - check that your positions in the search results have remained stable.
- The time it takes for search engines to index a new version of a page.
Systematic monitoring allows for an immediate response in the event of any SEO problems.
Summary
Migrating an online shop is a complex process that requires proper preparation, especially if you want to avoid losing traffic and negatively impacting SEO. The key elements are careful planning of the migration, an SEO audit, correct configuration of 301 redirects and monitoring of the results after the migration. By following the tips above, you can move your shop safely, minimising the risk of technical problems and loss of search engine visibility.
