There is no “one size fits all” SEO re-platforming strategy. Every e-commerce business must carefully review your site structure, current performance, and your long-term goals. Still, there are some key concepts that apply across the board.
Search engines regularly crawl your site and index each page, recording metrics like traffic, page speed, and bounce rates (among many others) and factor them into your rankings. Each time something changes between crawls, it has the potential to impact your rankings.
Here are 3 things you need to know about SEO.
1. Map Redirects One-to-One
Simply move platforms thus maintaining the exact same URL structure for your site is uncommon.
Redirects ensure users can still access the same content on new URLs while pointing search engines to the new pages and reminding them that the content is valid.
“If managed correctly, your migration will not result in any traffic loss. That involves informing search bots of the new URL of every page and making as few changes as possible to both the content and the structure of your site,” the expert said.
2. Track 404 Errors Rigorously
Replatforming is a perfect way to find and repair all of your site’s 404 errors. It will help improve your organic rankings until you move to the new site.
And, as all of its brands’ sites moved, the company found it easy to optimize page titles, meta descriptions, SEO-friendly URLs, and their internal linking structure.
Even more important, the company’s SEO strategy resulted in a 130% YoY organic traffic increase. Then, a 22.59% increase in conversion rates which resulted in a 227% revenue increase. Or, $98,000, for an average month via its iHeartRaves brand.
3. Make It Mobile, Make It Fast
At the end of March 2018, Google announced that the company had officially assigned priority to rank pages in the mobile version of a site’s content.
Carla Wright says, “This method is called mobile-first indexing, meaning that Google can use a page’s web version for indexing and ranking to best help its (primarily desktop) users find what they are searching for.”
Google scores page velocity in aggregate as part of search engine rankings for your e-commerce site. Recently, the company has equipped a deep neural network. It is “a computer machine focused on the human brain and nervous system.” And then, discovered a massive bounce rate jump focused on smartphone load time.
Having a fast, mobile-first SEO, and e-commerce website strategy is now a “must-have” to provide an optimal customer experience.
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