A website platform migration can be scary.! Not only can it turn into a stressful process for online merchants requiring them to learn the new system and carry on multiple migration tasks, but most importantly, it can impact on natural organic search rankings that you’ve worked so hard to maintain.
It can get pretty scary, but don’t let it be. Our SEO experts help hundreds of organizations to develop and launch their new NetSuite websites, half of them being migrations from other shopping carts (ie, Magento, Shopify, Volusion, home grown systems, and even from older NetSuite technologies like NetSuite Site Builder).
At a minimum, efforts need to be allocated to work on the followings.
A website migration involves going live with new web pages as well as with new URLs, within a new website architecture. Then there’s website copy, heading tags, metadata, and probably a different website navigation.
By Taking the time to analyze the impact of the new website architecture along with its pages, it is vital to understand what needs to be kept into the new site and what can be discarded.
As website development kicks off (way sooner than go-live) we recommend putting together an analysis report that outlines the old website findings, considerations for the new website, and a game plan for go-live.
Ideally the above mentioned report will serve as a guide during website development making sure all considerations were well taken care of by the time of go-live.
Performing the right tasks in go-live it is critical to ensure not losing search engine rankings. Some of the go-live tasks are 301 re-directs, tracking tools implementation (ie, Google Analytics with eCommerce conversion tracking, Adwords), Google Search Console configuration and submitting the new sitemap to Google.
It’s important to not take things for granted thinking that once 301 re-directs are done we will be safe and sound. The only way we make sure there’s no surprises (and that if any, tackle them on time) is to be on top of website metrics, at least for the following 2-3 weeks after go-live.
It’s key to have historical data to be able to benchmark online revenue and users (organic, referral and direct channel). Take a look at historic trends and identify any significant changes. Also keep an eye to website errors reported in Google Search Console.