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Online store migration is the process of moving an online store from one e-commerce platform to another. It can involve changing URL structure, migrating content, transferring product data, and migrating all SEO settings. The goal of migration is to improve store functionality, improve performance, and often optimize SEO.
Why?Online store migration is important because it allows the store to better adapt to changing user needs and market demands. Changing e-commerce platforms can improve website performance, streamline product management, and introduce new features. However, a key aspect of migration is ensuring SEO to maintain search engine rankings and maintain existing website traffic.
For whom?Online store migration is a must-have for e-commerce store owners who want to improve their store's functionality, increase its efficiency, switch platforms, or adapt their store to new SEO requirements. This process is particularly important for companies planning to expand into new markets, introduce new technologies, or change their website structure.
Background to the topicOnline store migration has become a crucial process in the e-commerce industry, especially given the growing competition in the market. Companies must not only adapt their platforms to growing technological demands but also ensure they don't lose SEO value, which is the foundation of their search engine visibility. Platform changes, site structure optimization, and transitioning to more modern technologies are all challenges online stores face. Proper migration management is crucial to avoiding visibility issues on Google and maintaining existing traffic.
Migrating an online store is one of the most challenging tasks facing online store owners. Changing e-commerce platforms, changing URL structures, or migrating to a new CMS carries the risk of losing search engine rankings. To avoid this, migrating an online store must be carefully considered, adhering to all SEO guidelines.
Why is store migration so important?
Online store migration is a process that may be due to many reasons, such as:
- Changing the e-commerce platform (e.g. from WooCommerce to Magento),
- Optimization of the website structure,
- Changing hosting provider,
- New store design and CMS update.
While migration can offer many benefits, it also poses SEO risks. Changes to site structure, new URLs, redirects, or content transfers can prevent search engines from indexing your site properly, potentially leading to a loss of ranking in Google. Therefore, ensuring that the migration is SEO-friendly and that your site maintains high search engine visibility is a key goal.
How to migrate an online store without losing SEO?
Migrating your online store without compromising SEO requires meticulous planning and several key steps. Below, you'll find a detailed, step-by-step guide to help you migrate your store in an SEO-safe manner.
1. SEO audit of your current website
Before you begin your migration, it's essential to thoroughly examine your store's current SEO status. An SEO audit allows you to determine which pages are best optimized, which keywords are driving traffic, and which inbound links are most valuable.
- See which pages are generating traffic – Analyzing these pages will help you determine which ones should be prioritized for relocation or optimization.
- Identify Weak Pages – For some pages that are not generating much traffic, you may decide to remove them or merge them with other pages.
- Analyze incoming links – Checking incoming links will allow you to assess which of them will require 301 redirects after migration.
An SEO audit forms the basis of migration planning and provides a complete picture of your store's current state. To conduct this audit, you can use our SEO audit .
2. Preparing the URL map
One of the key elements of migration is preparing a URL map. It's a good idea to create a list of all existing URLs and plan the new URLs within the new site structure. Here's what to do:
- Compare old and new URLs – Make a list of old URLs and assign them the appropriate new addresses to ensure no URLs are missed.
- Ensure consistent URL structure – If the URL structure in your new store changes, make sure the new addresses are also SEO-friendly (e.g., contain keywords).
- Set up 301 redirects – To avoid losing SEO value, you should set up 301 redirects from previous URLs to new ones while preserving the value of incoming links.
3. 301 Redirects
A key element of online store migration is the use of 301 redirects. They are essential for preserving SEO value and avoiding 404 errors . Redirects allow Google to recognize that the site has moved to a new address and pass on SEO value to the new URL. Without proper redirects, the store may lose rankings in search results.
- Make sure all pages are redirected – Redirecting any page that changes address is crucial.
- Test redirects – After migration, check that all redirects are working properly to ensure that users and search engine robots are not encountering errors.
4. Optimize your content and metadata
During the migration, it's important to ensure that content and metadata are transferred correctly to the new store. Each page should retain its titles, meta descriptions, headings, and content.
- Page Titles and Meta Descriptions – Ensure that all page titles and meta descriptions follow the new URL structure.
- Headings (H1, H2, H3) – Check if the heading structure has been maintained correctly, as they impact SEO.
- Content – If your site structure changes, make sure your content is well-optimized and contains the right keywords.
5. Testing and monitoring after migration
Once the migration is complete, testing is essential to ensure everything is working as planned. Monitor all changes to quickly identify any issues.
- Check if redirects are working – Test 301 redirects to ensure there are no 404 errors.
- Monitor SEO Ranking – Changes to your website structure can impact search engine results, so monitor your rankings to see if your website has lost visibility.
- Google Search Console – Install Google Search Console and monitor crawl errors and other issues.
Key steps to migrating your online store
| Migration step | Description | Recommended SEO Activities |
|---|---|---|
| 1. SEO audit of your current website | Analysis of an existing website for SEO purposes, including rankings, keywords, and links. | Perform a full SEO audit to identify strengths and areas for improvement. |
| 2. Preparing the URL map | Create a list of URLs that will change. | Check which pages have new addresses and plan appropriate 301 redirects. |
| 3. 301 Redirects | Redirecting from existing URLs to new addresses to avoid losing incoming links. | Set up proper 301 redirects so that Google passes SEO value to new pages. |
| 4. Content and metadata transfer | Transferring all content, titles, descriptions and meta tags to the new platform. | Make sure your meta tags, titles, and content structure are maintained. |
| 5. Testing after migration | Checking that redirects are working and the page is indexed correctly. | Monitor with Google Search Console to detect 404 errors and other issues. |
| 6. Monitoring SEO Results | Tracking search engine positions and traffic after migration. | Use SEO analysis tools to monitor changes in traffic and search results. |
Conclusions and recommendations
Migrating an online store is a complex process that requires precise planning and execution. Key steps include:
- Thorough SEO audit
- 301 Redirects
- Content and metadata transfer
- Post-migration testing
Regularly monitoring SEO results after migration will allow for faster detection and resolution of any potential issues. To ensure your online store migration is SEO-friendly, consider using our SEO services , which will help you manage the entire process in accordance with best practices.
Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
