Search planning for replatforms, redesigns & domain moves
Ecommerce migrations with search built into the plan.
A new platform or design can change the pages, links and information that search engines already know. We bring SEO into the migration from the beginning: recording the starting point, mapping what will change, reviewing the build and checking what happens after release.
Talk to usOur own dashboard.Your progress in view.Meet Pulse
The starting point
Protect the useful work already in your store.
Migration SEO starts with understanding which pages matter and why. Traffic is one part of that picture; products, enquiries, internal links and existing references matter too. We work alongside the design and development team so the new store has a clear content and URL plan before launch decisions become expensive to change.
- 01Record the starting point
- 02Map URLs and retain useful content
- 03Check the build before release
- 04Follow the move through aftercare
01Ecommerce SEO Migrations
Record the starting point
Build an inventory of important pages, content and search signals before the move.
Combine available crawl data, search reporting, analytics and sitemap information with the team’s knowledge of the catalogue. Identify pages that earn useful visits or support key customer journeys. Record the current configuration and the planned changes so the project has a baseline to check against rather than relying on memory.
02Ecommerce SEO Migrations
Map URLs and retain useful content
Give existing pages an appropriate destination in the new store.
Plan the new structure and map changed URLs to the closest relevant replacement. Review collections, product variants, editorial pages and any market-specific routes. Keep useful page content and metadata where it still fits the offer, and decide deliberately what should be consolidated or retired. Redirecting everything to the homepage is not a migration strategy.
03Ecommerce SEO Migrations
Check the build before release
Review the staging site and prepare a shared launch checklist.
Check links, canonicals, indexing directives, structured data, sitemap output and the handling of unavailable pages. Test the redirect plan where the environment allows and agree how it will be applied in production. Coordinate analytics, domain changes and access with the people responsible for deployment, including a practical recovery plan.
04Ecommerce SEO Migrations
Follow the move through aftercare
Verify the live site and investigate changes against the recorded baseline.
Recheck key pages, redirects and measurement after launch, then monitor available crawl and search information during the agreed aftercare period. Triage broken journeys and unexpected exclusions promptly. Search performance can fluctuate during a move; the job is to understand the evidence, resolve faults and maintain a clear record of the changes.
Four stages. Clear accountability.
From finding the issue
to putting it right.
Agree the work, carry it through and check the result. Each stage has a clear purpose.
Understand
Get to know the business, review the detail and find the underlying issues.
Prioritise
Agree the scope, commercial priorities and the order of work.
Implement
Make the changes, check the detail and put the work into use.
Review
Look at what changed and agree the next practical improvement.
Ecommerce SEO Migrations
Your questions.
Clear answers.
Is this different from a Shopify migration?
Yes. Our Shopify migration service covers moving the store and its operational data. Ecommerce SEO migration is the search workstream, which can support a Shopify move, another platform, a redesign or a change of domain. We can combine the scopes where needed.
When should SEO become involved?
Before the new site structure and URLs are finalised. Early involvement makes it easier to retain useful content and plan redirects. If a move is already under way, we begin with the highest-risk gaps and agree what can be checked before release.
Can you guarantee there will be no traffic loss?
No. Search engines need to process the changes, and outcomes also depend on the build, content and wider market. We reduce avoidable mistakes through planning, checks and aftercare, without promising that rankings or traffic will remain unchanged.
Can you help after a migration has gone wrong?
Yes. We can review the old and new page structures using the information available, investigate redirects and indexing issues, and prioritise repairs. The starting point is an evidence-led diagnosis rather than assuming every traffic change has the same cause.
The wider picture
More capability.
Less overhead.
Development, marketplace management, advertising and reporting are often spread across several people or suppliers. We bring the work together to reduce duplication, cut coordination time and help lower your existing overhead.
Websites · Marketplaces · Business systems
Ready to put
things right?
Tell us what is holding the business back.
We’ll work out the practical next step together.