SEO Best Practices for Migrating to Shopify

migrating to shopify 621e265d6a74f sej

Imagine 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 web site, sleepless nights going backwards and forwards with net 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 generally is a daunting activity.

But don’t fear, this gained’t be you.

By following these SEO finest practices for migrating to Shopify, you may eradicate the nervousness and pave the best way for a clean 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 different to the likes of Amazon, permitting retailers more management over their model and advertising.

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

They’ve lately welcomed onboard some large manufacturers like Hello Fresh and French Connection.

With an inexhaustible library of apps and entry to Shopify advertising specialists and builders, it’s a complete and enticing platform for taking your online business to the subsequent degree.

Migrating To Shopify

If you’re prepared to make the leap and migrate your ecommerce retailer over to Shopify, take the time to perceive the SEO implications of migration.

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

Regardless of how massive or small your online business is, migrating to a brand new ecommerce platform isn’t a simple course of however heed this warning don’t migrate your retailer to Shopify with out a plan.

If you don’t plan and execute a migration appropriately, natural visitors may be minimize by 50% inside weeks of migrating.

For occasion, whereas migrating, an internet designer handled the brand new web site as an entire new enterprise.

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

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

As you may 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 may kiss your hard-earning SEO goodbye.


1. Set Up The New Shopify Store

Signing up and choosing a plan is step one.

Select a Shopify theme in accordance to your wants.

Use this as a possibility to refresh the canonical link structure and SEO setup of your retailer. Consider the next.

  • Navigation construction – Are your top-ranking pages or highest worth collections or merchandise accessible by means of your web site’s navigation? Does the circulation of your navigation make it simple for your buyer to discover what they’re wanting for?
  • Collections – Shopify makes use of ‘collections’ to group related merchandise. These are crucial pages for SEO, and also you need to guarantee your merchandise are categorized logically.
  • Pages – Now is the proper time to audit and assessment the important thing pages of your retailer. In Shopify, ‘pages’ are informational in nature and embody your ‘About’ web page, ‘Contact’ web page, ‘Shipping and Delivery’ pages, and so forth. Pages like these are necessary belief alerts for your web site’s SEO.
  • Products – These are your transactional pages, and key phrases will almost definitely be transactional in nature. Shopify robotically creates product URLs based mostly on the product title, however you may edit these as you create or assessment your merchandise. If there are adjustments to an already printed product, an automated 301 redirect is created to the brand new URL.
  • Blog – Shopify hosts your weblog content material inside its personal platform. Now is the time for a content audit to ensure you’re capitalizing in your weblog and never migrating ineffective content material.
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2. Review Canonical Link Structure

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

For instance, when you’ve got a variant of a product or a product included in a number of collections, new URLs are robotically created for every.

Allowing these URLs to rank may cause indexing bloat and should take away out of your SEO efforts in getting the unique product or assortment to rank.

You can set your canonical hyperlink construction to level again to the unique product or assortment you would like to rank for utilizing a easy line of code often known as a rel canonical tag,

For instance, the URL:

could have a canonicalized URL to:

You can examine whether or not rel canonical is in use by viewing the web page supply of a few pages, collections, or merchandise, and looking out for ‘rel canonical’ within the HTML code.

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

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

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

<hyperlink rel=”canonical” href=”” />

If your retailer incorporates over 100 SKUs, you doubtless use tags on collections to filter.

This produces a set URL like

It’s uncommon to index these due to the issue in enhancing the content material in a means that’s completely different from the mum or dad collections (the exception is when you’ve got a big stock technique to seize search intent).

In this case, you need the tagged assortment URL to canonicalize to the mum or dad assortment.


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

And exchange it with:

{% if template incorporates ‘collection’ 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 Everything

Backup your outdated web site.

The finest means to do that varies by platform.

Do a full Screaming Frog scan to seize key SEO knowledge so you may recrawl the record of URLs for 301 standing post-migration.

Export the scan to assessment the information later.

Screenshot from Screaming Frog, taken February 2022

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

This is probably the most crucial step for SEO in migration to Shopify.

You will want to set up 301 redirects out of your outdated web site URLs to the brand new Shopify URLs.

If your area adjustments, a website redirect isn’t sufficient.

Each web page, assortment, and product that you’re migrating out of your outdated web site will want an acceptable 301 redirect arrange.

The simplest way to arrange 301 redirects is to export your outdated area’s web site index both immediately out of your retailer following the directions, or utilizing a program like Screaming Frog.

Using a Google sheet, you may then map out your 301 redirects to your new Shopify URLs.

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

From an SEO perspective, you don’t need to danger shedding invaluable backlinks and web page authority you might have gained through the years to singular pages.

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

You can use Screaming Frog to double-check that every one URLs have been appropriately redirected.

5. Consider Internationalization

You can run a multi-lingual, multi-regional model below a single Shopify account.

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

The major SEO issue to think about for internationalization SEO is hreflang tags.

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

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

Hundreds of Shopify shops are sabotaging their SEO by protecting the identical language construction of their URL handles throughout all shops. An English retailer ought to comprise English handles whereas a Spanish retailer ought to comprise Spanish handles.

Here’s a screenshot of the homepage.

Allbirds hreflang tag exampleScreenshot from Allbirds, taken February 2022

This is a superb instance of how even enormous world manufacturers can get it incorrect.

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

With the right hreflang tags, you may let Google know probably the most related retailer to serve within the search outcomes and instantly take prospects to the proper retailer straight from the search outcomes.

This may also leverage your native SEO, permitting every retailer to more aggressively compete on native SERPs moderately than in opposition to one another.

6. Timing

Migrate exterior a peak interval.

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

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

7. Migrate Content

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

Their service helps over 85 ecommerce platforms.

A useful instrument on their web site exhibits the providers they assist and what they cowl.

cart2cart shopify migrationScreenshot from Cart2Cart, taken February 2022

8. Update Internal Linking Structure

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

This isn’t ultimate as an SEO finest observe to have all hyperlinks taking the person immediately to the URL moderately than through a 301 redirect.

While a redirect helps to move on link authority, it’s necessary not to depend on them when hyperlinks may be up to date immediately.

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

A program comparable to Ahrefs makes it simple to determine 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 happening, and updating the hyperlink to probably the most acceptable new Shopify URL.


1. Annotate Launch In Google Analytics

In Google Analytics, choose Audience after which Overview.

From right here you may click on the Create new annotation button.

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It’s necessary to mark the date in Analytics of when the migration came about so you may 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 below Index, choose Sitemaps.

Submit your new sitemap.

You can discover your sitemap in Shopify at

Within that mum or dad sitemap, are baby sitemaps for every content material kind.

Proceed to do the identical for Bing.

3. Submit Change Of Address Request In Google Search Console And Complete Bing Site Move Tool

This step is barely wanted if the area URL adjustments.

Google has detailed instructions of when and the way to use this instrument.

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

4. Check That Google Analytics And Search Console Are Functioning Correctly

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

After 24 hours, you’ll have more knowledge to decide whether or not gross sales and visitors are correctly attributed.

There are two stories in Google Analytics that present the simplest 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.

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

Keep in thoughts 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 more detailed details about establishing knowledge reporting in Google Analytics for your Shopify retailer, refer to this guide.

5. Outreach To Highest-authority Backlinks To Get Them To Update To New URLs If Possible.

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

From right here, you may assessment 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.

This can also be offering the web site host worth in protecting their content material up to date and creating a greater reader expertise.


For SEO functions, it’s all the time finest observe to have URLs taking the person to the direct URL in point out, moderately than through 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 most effective you are able to do is create a 301 redirect for the 404 web page.

6. Recrawl The Old Website

Now is the time to recrawl the URL out of your outdated web site and proper any excellent 404 damaged hyperlinks.

Setup 301 redirects if wanted.

Check and examine once more.

Did I point out to examine once more?

7. Monitor 404s

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

Ahrefs additionally does the job with their web site audit instrument.

Otherwise, you may create a custom Google Analytics report to monitor and rectify 404 errors.

Shopify Migration Success Is Possible

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

There’s zero want to migrate and lose all of your hard-earned SEO wins.

You’ve labored arduous for them and with these SEO finest practices for migrating to Shopify, you may take them with you.

More sources:

Featured Image: fatmawati achmad zaenuri/Shutterstock

Jerry Gordon

About Jerry Gordon

Webmaster, nature and tech lover. Jerry manages the day-to-day operations at DigiToolsadvisor. He loves enjoying his free time, but most of all, trying new tools to master.