Switching to Shopify? Here’s how to protect your SEO and organic traffic during and after migration:

Preserve URL Structures: Use 301 redirects to link old URLs to new Shopify URLs and avoid broken links.
Check SEO Health: Audit technical settings (robots.txt, SSL), meta tags, and link structures to spot issues early.
Fix Site Structure: Simplify navigation with clear categories and enable breadcrumbs for better user and search engine experience.
Update Meta Information: Optimise titles, descriptions, and alt text for better visibility in search results.
Remove Duplicate Content: Use canonical tags and create unique descriptions for products, collections, and blog posts.
Boost Site Performance: Focus on faster loading times, mobile responsiveness, and optimising images.
Leverage Shopify SEO Tools: Use built-in features like canonical tags, custom meta fields, and mobile-friendly designs.
Refine Content Strategy: Align product pages, collections, and blogs with customer search intent using targeted keywords.

Quick Tip: Regularly monitor performance with tools like Google Search Console and Shopify Analytics to catch and fix issues fast.

1. Complete an SEO Health Check

After migrating to Shopify, it’s crucial to conduct an SEO health check to spot any issues that might impact your rankings. Start by documenting your pre-migration metrics to use as a benchmark.

Key Metrics to Review

Technical Health: Check site crawlability, robots.txt settings, XML sitemap, SSL certificate, and mobile compatibility.
Link Structure: Review internal and external links, including navigation menus, product pages, category pages, footers, and blog links.
Meta Information: Compare pre- and post-migration meta elements to ensure consistency and accuracy.

Meta Element	Pre-Migration	Post-Migration	Action Needed
Title Tags	Document current tags	Check for changes	Update if missing
Meta Descriptions	Record existing ones	Verify presence	Rewrite if necessary
Header Tags	Note structure	Confirm hierarchy	Fix disruptions
Image Alt Text	List current tags	Confirm transfer	Add if missing

Set Up Performance Monitoring

Use tools to track and analyse your site’s performance:

Google Search Console: Monitor indexing and crawl errors.
Google Analytics: Analyse traffic patterns and user behaviour.
Shopify Analytics: Track ecommerce-specific metrics.
Server Log Analysis: Examine crawl behaviour and server activity.

Prioritise Fixes with a Response Plan

Address issues based on their urgency:

Critical (Immediate): Broken canonical tags, missing robots.txt file.
High (24 Hours): 404 errors, broken internal links.
Medium (72 Hours): Problems with meta descriptions or image alt text.
Low (1 Week): Minor content formatting issues.

Keep a record of all changes for future reference and monitor your site regularly to catch any lingering problems.

2. Set Up URL Redirects

After migrating to Shopify, use 301 redirects to ensure search engines and users are directed to the correct pages. This helps maintain your SEO rankings and user experience.

Map Your URLs

Start by mapping your old URLs to their new Shopify versions. Prioritise pages based on traffic and importance:

Page Type	Priority	Redirect Timeline
Product Pages	Critical	Immediate
Category Pages	High	Within 24 hours
Blog Posts	Medium	Within 48 hours
Static Pages	Medium	Within 48 hours

How to Implement 301 Redirects in Shopify

To set up redirects in Shopify, follow these steps:

Go to Online Store > Navigation > URL Redirects in your Shopify admin.
Enter the old URL path and the new Shopify URL.
Save the redirect.

Monitor Redirect Performance

Use tools like Google Search Console to track crawl errors. Check server logs for redirect chains and monitor 404 errors. Evaluate page load times to ensure redirects aren’t slowing down your site.

Avoid Common Redirect Mistakes

Redirect Chains: Prevent multiple redirects leading to a chain of URLs.
Incorrect Mapping: Double-check that each old URL points to the correct new URL.
Missing Parameters: Ensure query strings are preserved when necessary.
Case Sensitivity: Adjust for differences in URL capitalisation.

Managing Bulk Redirects

If your store has a large number of URLs to redirect, Shopify offers bulk management options:

CSV Import Method: Create a spreadsheet with two columns – old URLs and new Shopify URLs. Upload this file to process redirects in bulk.
API Integration: For larger migrations, use Shopify’s API to programmatically handle redirects, especially if you’re working with thousands of URLs.

Ongoing Maintenance

Regularly audit your redirects to ensure everything is functioning smoothly. This includes:

Removing outdated redirects.
Fixing incorrect mappings.
Adding new redirects for any newly identified 404 errors.
Checking overall redirect performance.

3. Fix Site Structure

A well-organised site structure is key to keeping your SEO intact after migrating to Shopify. It ensures both users and search engines can easily navigate and find your content.

Create a Simple Hierarchy

Set up your Shopify store with a straightforward three-level structure:

Main categories (e.g. Women’s Clothing)
Subcategories (e.g. Dresses)
Product pages (e.g. Floral Summer Dress)

Enable breadcrumb navigation through your theme settings or by using custom Liquid code. This creates a clear path for users, such as: Home > Main Category > Subcategory > Product. It helps improve navigation and provides context for both visitors and search engines.

4. Update Meta Information

Once your site structure is sorted, it’s time to polish your meta details to support your SEO goals. Meta titles and descriptions are often the first thing potential customers see in search results, so getting them right is crucial for boosting visibility and clicks. Let’s dive into some practical tips for crafting meta titles and descriptions that stand out.

Meta Title Tips

Meta titles need to be short, clear, and include your main keywords. They should also grab the attention of your audience. Aim to keep them under 60 characters to avoid being cut off in search results.

Here’s a simple format for different pages:

Homepage: “[Brand Name] – [Primary Product Category] | Shop Online”
Collection Pages: “[Product Category] – [Brand Name] | Free Shipping Australia-wide”
Product Pages: “[Product Name] – [Key Feature] | [Brand Name]”

Writing Meta Descriptions

Meta descriptions give a quick snapshot of what your page is about and encourage clicks. Keep them under 155 characters and make every word count. Here’s how:

Naturally include your target keywords.
Highlight what makes your store or product special (e.g., “Free shipping on orders over $100”).
Use action-driven language to prompt clicks.
Stay consistent with your brand’s tone and style.

Shopify-Specific Advice

If you’re using Shopify, head to the admin panel (Online Store > Preferences) to update your meta fields. Use Shopify’s built-in character counter and preview tool to ensure your titles and descriptions display correctly and avoid duplicates.

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5. Use Shopify’s SEO Tools

Shopify offers built-in tools to help improve your store’s search engine performance after migration. These features can make managing SEO easier and more effective.

Canonical Tags Management

Duplicate content can hurt your SEO, but Shopify addresses this with automatic canonical tags. These tags guide search engines to the main version of a page, avoiding confusion. You can check your page’s source code for the <link rel="canonical"> tag to ensure it points to the correct URL.

Once that’s sorted, it’s time to focus on mobile users.

Mobile-Friendly Features

Shopify includes several features to optimise your store for mobile devices:

Responsive Theme Testing: See how your store looks on different screen sizes.
Mobile-First Navigation: Adjust your menu layout for easy browsing on smaller screens.

Advanced Meta Fields

Shopify also supports custom meta fields, giving you more control over SEO. These fields let you add detailed product information for rich snippets, expand SEO content, and better organise product variants. This added flexibility can help your store stand out in search results.

6. Remove Duplicate Content

Duplicate content can negatively impact your SEO after migration. When search engines detect multiple pages with the same content, they may struggle to decide which page to rank, which could hurt your visibility. This step builds on earlier efforts by ensuring every page is unique and optimised for search engines.

Product Pages

Make sure each product page has its own distinct content. Focus on creating:

Original product descriptions that showcase features and benefits
Technical details written in your brand’s tone
Customer-focused content that answers common questions

If you have product variants, write separate descriptions for each instead of reusing the same text.

Collection Pages

Duplicate content often pops up on collection pages when products appear in multiple categories. You can address this by:

Writing unique category descriptions that explain why items are grouped together
Highlighting different product features for each collection a product is listed in
Using canonical tags to signal the main version of overlapping content

Blog Content

Check your blog posts for duplicates during migration. Combine similar articles where necessary and update internal links to reflect the new URLs.

Fixing Technical Duplicates

Technical duplicates can arise from:

Product tag pages
Filtered navigation pages
Pagination URLs

Use Shopify’s canonical tag system to resolve these issues. This helps search engines identify the primary version of your content.

Keep an eye on duplicate content issues by regularly checking Google Search Console. This will help you maintain your SEO performance.

7. Check Site Performance

Your site’s performance directly impacts SEO and user experience after migration. Beyond technical fixes and content updates, keeping your site running smoothly is crucial for maintaining SEO benefits.

Speed Optimisation

Pay attention to these metrics for a faster site:

Core Web Vitals: Keep Largest Contentful Paint (LCP) under 2.5 seconds.
First Input Delay: Aim for less than 100 milliseconds.
Cumulative Layout Shift: Stay below 0.1.

Use tools like Google’s PageSpeed Insights to monitor these metrics effectively.

Mobile Responsiveness

Your Shopify store needs to work seamlessly on mobile devices:

Touch elements: Make sure buttons and links are easy to tap.
Text readability: Use at least 16px for body text.
Viewport settings: Ensure proper screen scaling.
Responsive images: Optimise for different screen sizes.

Performance Monitoring Tools

These tools can help you track and improve performance:

Tool	Purpose	Key Metrics to Watch
Google Search Console	SEO performance	Click-through rates, impressions, rankings
Google Analytics	User behaviour	Page load times, bounce rates, device usage
Shopify Analytics	Store performance	Cart abandonment, conversion rates by device

Common Performance Issues

Keep an eye on these typical post-migration problems:

Images: Compress and optimise product visuals.
JavaScript: Reduce render-blocking scripts.
Third-party apps: Remove apps you no longer need.
Browser caching: Enable caching for static files.

Regular Maintenance

Run a performance audit every month to:

Track Core Web Vitals trends.
Review mobile usability reports.
Identify and fix new technical SEO issues.
Check page speed across desktop and mobile devices.

8. Update Content Strategy

After migration, refine your content strategy to improve SEO. Focus on aligning your content with what your customers are searching for. Create product pages, collection descriptions, and blog posts that directly address their needs.

Aligning Content with Search Intent

Organise your content to meet search intent:

Product pages: Highlight key features and practical uses.
Collection pages: Provide clear, targeted category descriptions.
Blog content: Offer guides that solve customer problems.

This approach not only helps with SEO but also supports better merchandising and keyword usage.

Effective Content Types for SEO

Different types of content can help achieve specific SEO goals. Here’s a quick breakdown:

Content Type	Purpose	SEO Benefits
Product Guides	Educate customers on product features	Targets long-tail keywords
How-to Articles	Show how to use products effectively	Increases chances for snippets
Category Content	Boosts rankings for collection pages	Improves internal linking
FAQ Pages	Answers common customer questions	Potential for rich snippets

Strategic content creation combined with smart merchandising can further enhance your results.

Merchandising Tips for Better SEO

Improving merchandising can also increase your average order value (AOV). Here’s how:

Group Products Strategically: Create collections with clear, keyword-focused titles to help search engines and customers alike.
Improve Product Descriptions: Write unique descriptions that detail features, specifications, and use cases.
Consistent Content Updates: Keep your site fresh by regularly publishing:
- Blog posts (2-3 times per week)
- Updated product descriptions
- Refreshed collection pages
- Seasonal content tailored to trends

Smart Keyword Usage

Use keywords naturally and strategically:

Primary keywords: Place them in headings and the first few sentences.
Secondary keywords: Spread them throughout the content.
Long-tail keywords: Add these to product descriptions and blog posts.
Local terms: Include region-specific phrases for targeted traffic.

When combined with earlier technical updates, these steps create a well-rounded SEO strategy.

Conclusion

Keeping your SEO intact after a Shopify migration requires careful planning and technical attention to detail. The strategies outlined in this guide provide a strong base for maintaining and improving your search rankings over time.

SEO isn’t a one-time task – it needs consistent monitoring and tweaking. To stay on track, focus on these key areas:

Proper redirects and a well-organised site structure
Creating high-quality, search-friendly content
Leveraging Shopify’s built-in SEO tools
Keeping an eye on site performance
Smart merchandising approaches

For a smoother migration, working with experts can make a big difference. As a certified Shopify Plus agency, Alinga supports Australian businesses by ensuring migrations are seamless and search-friendly.

Here’s a quick look at how SEO fits into each stage of the migration process:

Migration Phase	SEO Focus Areas
Pre-Migration	Site audit, URL mapping, content inventory
During Migration	Technical setup, redirect implementation, structure improvements
Post-Migration	Performance tracking, content updates, ongoing optimisation

Post-migration success comes down to regular updates, frequent audits, and improving your content. By sticking to these practices and teaming up with experienced professionals, Australian businesses can protect their search rankings, build on Shopify’s powerful eCommerce tools, and set the stage for long-term growth. This ensures you keep your SEO momentum while growing your organic traffic.

Are you ready to elevate your online business to the next level? With automation, easy customisation, and multi-channel adaptability, Alinga’s Shopify Plus integration will help grow your e-commerce business. Our team of experts ensures that your setup is smooth future-ready, and fits every requirement. Let’s explore how Alinga can transform your Shopify platform into an effective sales tool, get in touch with us right away!

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Shopify SEO After Migration: Best Practices