SEO Best Practices for Migrating to Shopify


Think about the despair you’d really feel seeing your new Shopify retailer’s natural visitors tank, gross sales evaporate, and web page 1 rankings drop from search outcomes.

After spending months constructing out your new Shopify website, sleepless nights going backwards and forwards with internet designers and builders, nail-biting hours spent refreshing your Analytics, and ready for gross sales to trickle in once more, let’s simply say, migrating to a brand new ecommerce platform is usually a daunting job.

However don’t fear, this received’t be you.

By following these web optimization finest practices for migrating to Shopify, you’ll be able to remove the anxiousness and pave the way in which for a easy transition to your new Shopify retailer.

Why Migrate To Shopify?

Shopify is the worldwide chief in supporting impartial ecommerce manufacturers to department out and develop their retailer on their very own phrases.

It’s an incredible various to the likes of Amazon, permitting retailers extra management over their model and advertising.

In 2021, retailers sold $175.4 billion in gross sales by way of the Shopify platform.

They’ve lately welcomed onboard some large manufacturers like Whats up Contemporary and French Connection.

With an inexhaustible library of apps and entry to Shopify advertising specialists and builders, it’s a complete and engaging platform for taking your enterprise to the following degree.

Migrating To Shopify

If you happen to’re able to make the leap and migrate your ecommerce retailer over to Shopify, take the time to know the web optimization implications of migration.

The very last thing any enterprise proprietor desires is to lose all their hard-earned area authority, backlinks, and natural visitors.

No matter how giant or small your enterprise is, migrating to a brand new ecommerce platform will not be a simple course of however heed this warning don’t migrate your retailer to Shopify with no plan.

If you happen to don’t plan and execute a migration accurately, natural visitors will be reduce by 50% inside weeks of migrating.

As an illustration, whereas migrating, an internet designer handled the brand new web site as a complete new enterprise.

When migration occurred, there have been no 301 redirects in place, leading to 404 pages and crawl errors all over the place.

These errors signaled to the Google bots to cease crawling the pages.

As you’ll be able to think about, it didn’t take lengthy for visitors to flatline.

No crawling means no indexing and no indexing means no URLs will present in search outcomes.

And similar to that, you’ll be able to kiss your hard-earning web optimization goodbye.


1. Set Up The New Shopify Retailer

Signing up and choosing a plan is step one.

Choose a Shopify theme in keeping with your wants.

Use this as a chance to refresh the canonical hyperlink construction and web optimization setup of your retailer. Think about the next.

  • Navigation construction – Are your top-ranking pages or highest worth collections or merchandise accessible by way of your website’s navigation? Does the circulate of your navigation make it simple in your buyer to search out what they’re searching for?
  • Collections – Shopify makes use of ‘collections’ to group comparable merchandise. These are important pages for web optimization, and also you wish to guarantee your merchandise are categorized logically.
  • Pages – Now’s the right time to audit and overview the important thing pages of your retailer. In Shopify, ‘pages’ are informational in nature and embody your ‘About’ web page, ‘Contact’ web page, ‘Transport and Supply’ pages, and so on. Pages like these are vital belief alerts in your website’s web optimization.
  • Merchandise – These are your transactional pages, and key phrases will most probably be transactional in nature. Shopify routinely creates product URLs based mostly on the product title, however you’ll be able to edit these as you create or overview your merchandise. If there are adjustments to an already printed product, an automated 301 redirect is created to the brand new URL.
  • Weblog – Shopify hosts your weblog content material inside its personal platform. Now’s the time for a content material audit to be sure you’re capitalizing in your weblog and never migrating ineffective content material.

2. Evaluate Canonical Hyperlink Construction

The canonical hyperlink construction tells engines like google which web page you wish to rank.

For instance, if in case you have a variant of a product or a product included in a number of collections, new URLs are routinely created for every.

Permitting these URLs to rank could cause indexing bloat and should take away out of your web optimization efforts in getting the unique product or assortment to rank.

You may set your canonical hyperlink construction to level again to the unique product or assortment you want to rank for utilizing a easy line of code referred to as a rel canonical tag,

For instance, the URL:

may have a canonicalized URL to:

You may verify whether or not rel canonical is in use by viewing the web page supply of a few pages, collections, or merchandise, and trying to find ‘rel canonical’ within the HTML code.

If it’s not in use or used incorrectly, the next code will be added between the <head> and </head> traces of your theme.liquid file in Shopify:

<hyperlink rel=”canonical” href=”{{ canonical_URL }}” />

So in our instance, the rel canonical tag will seem like this:

<hyperlink rel=”canonical” href=”” />

In case your retailer comprises over 100 SKUs, you possible use tags on collections to filter.

This produces a set URL like

It’s uncommon to index these due to the issue in modifying the content material in a approach that’s totally different from the father or mother collections (the exception is if in case you have a big stock technique to seize search intent).

On this case, you need the tagged assortment URL to canonicalize to the father or mother assortment.


<hyperlink rel=”canonical” href=”{{ canonical_URL }}” />

And change it with:

{% if template comprises ‘assortment’ and current_tags -%}

<hyperlink rel=”canonical” href=”{{ store.url }}{{ assortment.url }}{% if current_page > 1 %}?web page={{ current_page }}{% endif %}” />

{%- else -%}

<hyperlink rel=”canonical” href=”{{ canonical_url }}” />

{%- endif %}

3. Backup The whole lot

Backup your previous web site.

One of the best ways to do that varies by platform.

Do a full Screaming Frog scan to seize key web optimization knowledge so you’ll be able to recrawl the record of URLs for 301 standing post-migration.

Export the scan to overview the information later.

Screaming Frog Screenshot AllbirdsScreenshot from Screaming Frog, taken February 2022

4. Setup 301 Redirects From Outdated Url To New Shopify URL

That is probably the most important step for web optimization in migration to Shopify.

You will have to arrange 301 redirects out of your previous web site URLs to the brand new Shopify URLs.

In case your area adjustments, a site redirect will not be sufficient.

Every web page, assortment, and product that you’re migrating out of your previous website will want an applicable 301 redirect arrange.

The best option to arrange 301 redirects is to export your previous area’s website index both immediately out of your retailer following the directions, or utilizing a program like Screaming Frog.

Utilizing a Google sheet, you’ll be able to then map out your 301 redirects to your new Shopify URLs.

It’s time-intensive however vital to get proper.

From an web optimization perspective, you don’t wish to threat shedding precious backlinks and web page authority you will have gained over time to singular pages.

Redirect received’t come into impact in Shopify except the previous web page has been deleted.

You should utilize Screaming Frog to double-check that every one URLs have been accurately redirected.

5. Think about Internationalization

You may run a multi-lingual, multi-regional model underneath a single Shopify account.

The perfect worldwide technique for a single enterprise is often a number of Shopify accounts as a result of it permits full customization of theme, format, messaging, product providing, and achievement.

The first web optimization issue to contemplate for internationalization web optimization is hreflang tags.

We strongly counsel utilizing the Multi-Store Hreflang Tags app to configure hreflang tags throughout a number of shops.

That approach, you keep away from duplicate content material, go rank worth between alternate pages, keep away from 404s, and get the pliability to customise URL handles to swimsuit the language native to customers.

Lots of of Shopify shops are sabotaging their web optimization by preserving the identical language construction of their URL handles throughout all shops. An English retailer ought to include English handles whereas a Spanish retailer ought to include Spanish handles.

Right here’s a screenshot of the homepage.

Allbirds hreflang tag exampleScreenshot from Allbirds, taken February 2022

This can be a nice instance of how even large world manufacturers can get it improper.

Allbirds have 9 domains serving totally different nations and languages and there’s no cross-referencing between their hreflang tags.

With the right hreflang tags, you’ll be able to let Google know probably the most related retailer to serve within the search outcomes and instantly take clients to the correct retailer straight from the search outcomes.

This may even leverage your native web optimization, permitting every retailer to extra aggressively compete on native SERPs quite than in opposition to one another.

6. Timing

Migrate exterior a peak interval.

You’re asking for a demise want doing it on BFCM.

Plan your assets accordingly and ensure to have all of your key workers out there ought to something flip bitter.

7. Migrate Content material

To carry out the precise migration of content material, Cart2Cart is advisable. This permits the automated switch of your retailer’s content material with out impacting your present buying cart.

Their service helps over 85 ecommerce platforms.

A useful device on their web site exhibits the companies they assist and what they cowl.

cart2cart shopify migrationScreenshot from Cart2Cart, taken February 2022

8. Replace Inside Linking Construction

After getting efficiently migrated your entire content material, you’ll discover your new redirects come into impact for inner hyperlinks.

This isn’t ultimate as an web optimization finest apply to have all hyperlinks taking the person on to the URL quite than by way of a 301 redirect.

Whereas a redirect helps to go on hyperlink authority, it’s vital to not depend on them when hyperlinks will be up to date immediately.

I’ve seen many consumers caught within the sample of redirecting redirects, creating an terrible redirect chain which regularly ends in damaged hyperlinks and a horrible buyer expertise.

A program comparable to Ahrefs makes it simple to establish 301 redirects or any 404 damaged inner hyperlinks which have resulted from the migration.

These can simply be remedied by merely going to the web page the place the 301 or 404 is going on, and updating the hyperlink to probably the most applicable new Shopify URL.


1. Annotate Launch In Google Analytics

In Google Analytics, choose Viewers after which Overview.

From right here you’ll be able to click on the Create new annotation button.

It’s vital to mark the date in Analytics of when the migration passed off so you’ll be able to monitor any visitors or gross sales adjustments.

Google Analytics Create an AnnotationScreenshot from Google Analytics, taken February 2022

2. Submit New Sitemap To Google And Bing

Open Google Search Console and underneath Index, choose Sitemaps.

Submit your new sitemap.

Yow will discover your sitemap in Shopify at

Inside that father or mother sitemap, are little one sitemaps for every content material kind.

Proceed to do the identical for Bing.

3. Submit Change Of Tackle Request In Google Search Console And Full Bing Website Transfer Instrument

This step is just wanted if the area URL adjustments.

Google has detailed instructions of when and learn how to use this device.

Google Change of Address notificationScreenshot from Google Search Console, taken February 2022

4. Examine That Google Analytics And Search Console Are Functioning Appropriately

Log into each Google Analytics and Google Search Console to ensure all of your visitors knowledge is being picked up in your new retailer.

After 24 hours, you should have extra knowledge to find out whether or not gross sales and visitors are correctly attributed.

There are two stories in Google Analytics that present the best suggestions for this:

Channel gross sales report: An accurate setup will present numerous gross sales channels being attributed. A damaged setup will report most gross sales coming from referrals or displaying incorrect income knowledge.

Procuring Behaviour report: This report ought to show full knowledge together with cart abandonment statistics.

Consider these are simply benchmarks and there are nonetheless some ways incorrectly arrange Google Analytics.

Shopify transactions mirrored in Analytics, doesn’t guarantee right setup.

For extra detailed details about organising knowledge reporting in Google Analytics in your Shopify retailer, consult with this guide.

5. Outreach To Highest-authority Backlinks To Get Them To Replace To New URLs If Potential.

Use a device like Ahrefs or Moz to generate a backlink report.

From right here, you’ll be able to overview which web sites internet hosting backlinks to your retailer are price reaching out to.

The aim is to get any 301 or 404 hyperlinks up to date to your new URLs.

That is additionally offering the web site host worth in preserving their content material updated and creating a greater reader expertise.


For web optimization functions, it’s all the time finest apply to have URLs taking the person to the direct URL in point out, quite than by way of a 301 redirect.

If it factors to a 404 web page, and the web site host is unwilling or unresponsive to updating the URL for you, the very best you are able to do is create a 301 redirect for the 404 web page.

6. Recrawl The Outdated Web site

Now’s the time to recrawl the URL out of your previous web site and proper any excellent 404 damaged hyperlinks.

Setup 301 redirects if wanted.

Examine and verify once more.

Did I point out to verify once more?

7. Monitor 404s

There are a number of Shopify apps, comparable to Link Monitor and Easy Redirects, which is able to routinely monitor and report 404s as they come up.

Ahrefs additionally does the job with their website audit device.

In any other case, you’ll be able to create a custom Google Analytics report to observe and rectify 404 errors.

Shopify Migration Success Is Potential

Whereas not each migration to Shopify might be all rainbows and butterflies, following these steps may help get the very best outcomes.

There’s zero must migrate and lose all of your hard-earned web optimization wins.

You’ve labored arduous for them and with these web optimization finest practices for migrating to Shopify, you’ll be able to take them with you.

Extra assets:

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