Online store migration SEO is done before the new site goes live, not after: if old URLs simply vanish, search engines start over and the traffic built up over years goes to competitors. For a fireplace and stove store we took on exactly this preparation.
We found identical catalogue pages that split queries and link weight between them and built a redirect table from old URLs to new ones.
A redirect tells search engines where to carry the rankings.
Identical pages are merged before launch, so the new site starts without internal competition.
An old page leads to its closest equivalent, not to the home page.
Over the years a store builds up pages that search engines know: categories, product pages, collections. A new site usually changes structure and URLs, and unless search engines are told where each page now lives, they treat the site as new.
Online stores create duplicates on their own: a product in two categories, a filter with its own URL. Duplicates split queries and weight, and multiply the URLs to redirect. We found them, chose a main page for each group and built the redirect map into the store specification.
A redirect table is the cheapest way to keep what a store has spent years building.
collect every old URL, including product pages;
find and merge duplicate pages;
map each old URL to a new one;
check redirects on launch day;
compare organic visits in Yandex Metrica with pre-migration levels in the first weeks.
Compare pages that lost visits: the cause is usually a missing or wrong redirect, changed content or a new duplicate. These are fixable if found quickly.
Only where there is a reason. Every changed URL needs a redirect, so clear, working old URLs are cheaper and safer to keep.
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