Nic Dunn, CEO, Charle Agency
Introduction
Migrating an ecommerce store to Shopify can transform your online presence with faster performance, improved user experience and access to powerful growth tools. But without a carefully managed SEO migration, brands risk losing valuable rankings, backlinks and visibility built over years of effort. A structured approach is essential to ensure a smooth transition.
A Shopify SEO migration focuses on preserving the technical and content signals that search engines use to understand your site. This includes URL structures, metadata, redirects, and internal linking. When handled properly, it allows your new Shopify store to retain authority and even improve search performance once live.
In this guide, we’ll take you through each stage of the process — from preparing your site and auditing SEO data to implementing redirects, testing, and post-migration optimisation. You’ll also see how Charle’s team manages Shopify SEO migrations for leading ecommerce brands to deliver seamless moves without losing rankings.
Preparing for Migration
Before starting any Shopify SEO migration, careful planning is essential to protect rankings, traffic and data. The preparation phase sets the foundation for a smooth transition and prevents problems once the new store goes live. A strong migration plan defines the project scope, benchmarks performance and ensures every URL, redirect and SEO element is accounted for.
Begin by reviewing your existing ecommerce platform and website structure. Create a full inventory of pages, collections, product descriptions and blog posts. Use tools such as Screaming Frog, Ahrefs or Semrush to crawl the current site and export key SEO data, including metadata, keyword rankings, backlinks and crawl errors. This step provides a clear baseline to measure SEO performance after the migration.
Next, align stakeholders and developers around the same strategy. Outline responsibilities, tasks and timelines in a shared migration checklist or spreadsheet. Back up your site data, confirm access to Google Analytics and Google Search Console, and map out your redirect strategy in advance. Taking the time to plan every detail reduces risk, improves post-migration tracking, and gives your team a structured approach to maintain visibility in search results once the new Shopify site launches.
SEO and Site Audit
A full SEO audit is the most important step in any Shopify migration process. It helps benchmark your current SEO performance, identify risks and gather the data needed to maintain rankings after launch. The goal is to understand exactly how your existing site performs before any changes are made.
Start by crawling your website using tools such as Screaming Frog or Semrush to export every URL, redirect, meta title, description and header tag. Pay attention to duplicate content, broken links, slow-loading pages and crawl errors. Review your XML sitemap, robots.txt file and canonical tags to make sure search engines can index the right pages. This information forms the baseline for your new Shopify site structure.
Next, analyse your keyword rankings and top-performing pages in Google Search Console and Google Analytics. Identify which URLs drive the most organic traffic, conversions and revenue. Note which ones hold valuable backlinks or appear in featured snippets. These are high-priority assets to preserve during migration. By mapping out your strongest pages and SEO elements early, you can create a precise redirect map and avoid any loss of authority or visibility when the new store launches.
Preserving URLs
Preserving URL structures is one of the most important parts of a Shopify SEO migration. Every URL holds SEO value through backlinks, rankings and historical data that search engines rely on to understand your site. When these URLs change, they need to be redirected properly to avoid loss of visibility, crawl errors or traffic drops.
Shopify uses a fixed URL format for products, collections, pages and blogs, which means your existing URLs will change when you move platforms. Product and collection handles can be matched as closely as possible to the originals, but 301 redirects will still be required for every changed path. Creating a full redirect map before launch ensures that all authority, indexing signals and user traffic are correctly transferred to the new Shopify structure.
Review internal links, navigation and canonical tags to ensure they point to the new URLs, and test everything thoroughly on a staging site before going live. Submitting the updated XML sitemap to Google Search Console after launch helps search engines discover and index the new Shopify URLs quickly. This process protects your site’s authority, prevents broken links and keeps the migration smooth for both users and search engines.
301 Redirects
Implementing 301 redirects correctly is one of the most important technical steps in a Shopify SEO migration. A 301 redirect tells search engines that a page has permanently moved, passing most of the original authority, backlinks and rankings to the new URL. Without accurate redirects, users encounter broken links, Google drops old pages from its index, and traffic can fall sharply after launch.
Start by creating a detailed redirect map in a spreadsheet, pairing every old URL with its new Shopify equivalent. This includes product pages, collections, blog posts and any other URLs that change as part of the migration process. Redirect chains and loops should be avoided as they slow down crawling and dilute link equity. Test your map on a staging site to confirm that every redirect resolves with a 301 status code and no errors.
Once your store is live, submit the updated XML sitemap to Google Search Console to help search engines discover new URLs faster. Use analytics tools such as Screaming Frog, Ahrefs or Google Analytics to track redirect performance, identify any missed pages and monitor post-migration traffic. A well-planned redirect strategy protects your SEO performance, keeps users on the right path, and ensures a smooth transition to your new Shopify site.
Metadata and On-Page SEO
Metadata plays a key role in maintaining search visibility during a Shopify SEO migration. Each page’s titles, descriptions, headings and schema tags help search engines understand the content and match it to relevant queries. If these SEO elements are not migrated correctly, rankings can drop and your store may lose visibility in search results.
Before the migration, export all existing metadata from your current ecommerce platform. This includes title tags, meta descriptions, H1 and H2 headings, image alt text and structured data. During the build phase, import or manually re-apply these elements in Shopify using the built-in SEO fields within product, collection and page settings. Keep your target keywords consistent and follow SEO best practices for length, structure and relevance.
After launch, review your live Shopify pages in Google Search Console to confirm that metadata is indexed correctly and displaying as expected in search snippets. Update any missing or duplicate tags, and ensure each page has a clear keyword focus. Optimised metadata supports better click-through rates, reinforces site structure, and helps search engines recognise the most important pages across your Shopify store.
Content and Images
High-quality content is a key part of SEO performance and should be handled carefully during a Shopify migration. Each product description, blog post and collection page contributes to search visibility and user experience. If content is lost, duplicated or incorrectly formatted, rankings can drop and visitors may encounter issues that affect conversion rates and sales.
Start by exporting all existing content, including product descriptions, landing pages and blog posts, into a structured spreadsheet or content management tool. Review each page to ensure it meets current SEO best practices for keyword relevance, headings and readability. When adding content to Shopify, keep formatting clean, include internal links where appropriate, and ensure that structured data and schema markup remain intact.
Images should be optimised for speed, accessibility and indexing. Compress files without losing quality, use descriptive file names and apply keyword-focused alt tags. Shopify’s built-in tools and compatible apps can help automate image optimisation and lazy loading to improve page speed. A complete content and image migration plan protects your store’s authority, maintains brand consistency and ensures users enjoy a seamless experience on every device.
Shopify Settings
Once your content and redirects are in place, the next step is to configure your Shopify settings for optimal SEO performance. Shopify offers a strong technical foundation, but fine-tuning a few key areas can make a significant difference to indexing, page speed and user experience. Correct configuration also helps search engines understand your new store structure more efficiently.
Start by reviewing your Online Store settings. Confirm that your domain name is connected correctly, your SSL certificate is active, and your XML sitemap is live at /sitemap.xml. Check that your robots.txt file and meta directives allow search engines to crawl the right pages. Submit the sitemap in Google Search Console after launch to help Google index the new URLs quickly.
Next, optimise performance and usability. Test site speed and mobile functionality using analytics tools such as PageSpeed Insights or Lighthouse. Enable lazy loading for images, use modern themes built for performance, and limit unnecessary Shopify apps that can slow down load times. Review structured data, schema markup and canonical tags to prevent duplicate content issues. Configuring your Shopify settings carefully ensures your store meets SEO best practices, improves crawl efficiency, and delivers a fast, reliable experience for every user.
Testing and Monitoring
Testing and monitoring are essential parts of every Shopify SEO migration. Once your new store is live, you need to verify that redirects, tracking, and SEO elements are working correctly. This phase allows you to catch issues early and protect rankings, traffic and conversions during the transition.
Start by crawling the live Shopify site with tools such as Screaming Frog or Sitebulb to identify broken links, redirect loops and crawl errors. Check that every old URL redirects correctly to its new Shopify version with a 301 status code. Review your XML sitemap and ensure it matches the live site structure, then resubmit it through Google Search Console for reindexing. Confirm that important pages are indexed and that no duplicate versions exist.
Next, review performance data through Google Analytics and Search Console. Track metrics such as impressions, clicks, bounce rates, and keyword rankings to compare post-migration results against your benchmarks. Set up custom dashboards or reports to monitor trends over time. By keeping a close eye on site health, SEO performance, and user behaviour, you can identify potential issues early and make data-led improvements to strengthen visibility and sales across your Shopify store.
Broken Links and Errors
After migration, it’s common to encounter broken links, redirect issues and crawl errors that can affect user experience and SEO performance. Identifying and resolving these problems quickly helps maintain rankings and ensures customers reach the correct pages across your Shopify store.
Use tools such as Screaming Frog, Ahrefs or Google Search Console to detect 404 pages, redirect loops and missing internal links. Check that your redirect map covers every URL from the previous site and that no temporary (302) redirects remain. Update any broken internal links within product descriptions, navigation menus and blog posts to point to the correct Shopify URLs. This helps search engines crawl the site more efficiently and improves the overall customer experience.
Regularly review crawl reports and analytics data to track ongoing site health. Submitting an updated XML sitemap in Google Search Console ensures all active URLs are indexed correctly, while monitoring for errors helps prevent duplicate content or orphaned pages. Keeping your Shopify site free of technical issues is essential for sustaining SEO growth, user trust and conversion rates after migration.
Ongoing SEO Growth
A successful Shopify SEO migration doesn’t end at launch. Once the new store is live and stable, ongoing optimisation is essential to maintain rankings, improve performance and drive long-term growth. SEO is a continuous process that requires regular monitoring, updates and strategic refinement based on data and user behaviour.
Begin by analysing post-migration performance in Google Analytics and Google Search Console. Track keyword rankings, impressions, click-through rates and conversion data to measure progress. Identify opportunities to strengthen content, add new landing pages or improve existing ones. Regularly review product descriptions, metadata and site architecture to ensure everything aligns with evolving SEO best practices and search engine updates.
Beyond technical SEO, focus on enhancing user experience and conversion rates. Test new layouts, improve internal linking and use CRO insights to refine navigation and product presentation. Explore Shopify apps that support structured data, schema markup and page speed improvements. By treating SEO as an ongoing strategy rather than a one-off task, merchants can build authority, increase visibility and continue scaling their ecommerce business with Shopify.
Charle Process
At Charle, we approach every Shopify SEO migration with precision, data and experience. Our team combines technical expertise with proven ecommerce strategy to deliver migrations that protect rankings, traffic and conversions while setting a strong foundation for future growth. We’ve managed complex replatforming projects for leading brands across Shopify and Shopify Plus, ensuring a seamless transition every time.
Our process begins with a full SEO audit and benchmarking phase, followed by detailed planning, implementation and post-launch analysis. Every redirect, metadata field and sitemap entry is handled carefully to preserve authority and optimise performance. We also integrate AI-driven tools and analytics to refine decision-making and uncover new opportunities for SEO growth.
Learn more about how our team helps merchants achieve lasting results through our Ecommerce SEO services, our broader SEO agency expertise, and our advanced AI SEO strategies. Together, these services support every stage of your Shopify journey from migration to continuous optimisation, helping your business grow with clarity and confidence.
Conclusion
A Shopify SEO migration is one of the most complex but rewarding projects an ecommerce brand can undertake. When executed with precision, it not only protects existing rankings and traffic but creates a stronger, faster and more scalable foundation for future growth. The process demands careful planning, technical skill and ongoing optimisation to ensure success across every part of your new Shopify store.
From preparing your site data and mapping redirects to monitoring performance after launch, every step contributes to the final result. By following the strategies in this guide, merchants can minimise risk, preserve authority and unlock new opportunities for visibility and sales. If you’re planning a Shopify SEO migration, partnering with experts who understand the platform’s structure, SEO best practices and ecommerce performance is key to achieving a smooth transition.
Charle’s Shopify specialists have delivered migrations for some of the world’s most innovative ecommerce brands. Our approach combines technical precision, creative insight and data-led growth strategies to make every project a success. Get in touch with our team to discuss your migration goals and see how we can help your business grow on Shopify.
