Why migrations lose traffic
Search engines have indexed your old URLs, and other sites link to them. When a store moves platform, the URL patterns almost always change: /product/blue-mug might become /products/blue-mug, and category paths change completely. Without redirects, every one of those addresses returns an error, and the signals they carried are lost.
Google's migration guidance is direct: it is important to map your old site's URLs to the URLs for the new site, ideally before starting the move[1].
The order of work
- Export every URL. Collect URLs from the old platform's export, its sitemap, your analytics landing pages, Search Console's top pages and pages with external links.
- Decide the new structure. Agree new URL patterns for products, categories, content and policies before importing anything.
- Build the redirect map. Pair each old URL with its closest new equivalent in a spreadsheet. Avoid sending everything to the home page.
- Keep content equivalent. Titles, descriptions, product copy and images should be at least as complete on the new pages.
- Carry over structured data. Check Product markup on the new templates before launch.
- Update internal links. Menus, footers, blog posts and product descriptions should link to new URLs directly.
- Launch with redirects live. Redirects should work the moment the domain points to the new store.
- Submit new sitemaps and monitor. Update sitemaps, then watch Search Console and crawl reports for errors.
Redirect rules that matter
Google recommends server-side permanent redirects from old URLs to new ones, naming 301 and 308 as examples of permanent redirects, and says to keep the redirects for as long as possible, generally at least one year[1]. A few practical rules follow:
| Rule | Why |
|---|---|
| One hop only | Old URL redirects straight to the final new URL, not through a chain |
| Closest equivalent | A product redirects to the same product, a retired product to its category |
| Keep query parameters in mind | Filter and tracking parameters should not create thousands of redirect rules |
| Retired pages with no equivalent | Return a helpful "no longer available" page rather than redirecting to the home page |
| Test before launch | Run the whole map through a checker against the staging site |
Update sitemaps and internal links
Google's guidance says to update sitemaps with the new URLs and to change internal links on the new site from the old URLs to the new ones[1]. Redirects catch outside traffic; internal links should not rely on them. Search your product descriptions and blog posts for old URLs, since imported content often carries them.
Expect some movement
Google warns that visibility in Search may fluctuate temporarily during a move and that rankings settle over time[1]. A short dip is normal. A dip that deepens over several weeks usually points to a missed group of URLs, a redirect loop, pages blocked from crawling or content that did not carry over.
Do not forget product markup
Many themes output different structured data. Before launch, compare a sample of old and new product pages for name, price, availability, GTIN and review markup. Google recommends providing both page markup and a Merchant Center feed for products[2], so update the feed's URLs at launch too. The structured data guide has a checklist.
Customer-facing details
Search is not the only thing that moves. Customers will usually need to set new passwords, because platforms generally do not let them be exported. Bookmarked order pages and email links will point to old URLs. Saved carts and wish lists rarely survive. Plan an account email and on-site message, and make sure any marketing email meets the Spam Act's consent, identification and unsubscribe rules[3].
Timing the cutover
| Time | Task |
|---|---|
| Two weeks before | Redirect map signed off, staging store complete, test orders passed |
| Three days before | Content freeze on the old store for products and pages |
| Launch day | Final data sync, DNS change, redirects checked on a sample, test orders, sitemap submitted |
| First week | Daily Search Console and server log checks for errors |
| Weeks two to six | Weekly reviews; fix missed URLs and recheck markup |
This table covers the cutover and the checks after it. The build and data work comes first: our migration service plans four to eight weeks for a migration without design changes and eight to fourteen weeks with design changes, from inventory to launch. The six weeks of monitoring run after launch, on top of that.
Avoid launching just before your busiest trading period. There needs to be time to find and fix problems while traffic is ordinary.
When the domain changes too
If you are changing domain as well as platform, Search Console offers a Change of Address tool for domain moves, and you need to keep control of the old domain so its redirects keep working. Moving domain and platform at the same time adds risk; if you can, do one move, let it settle, then do the other.
A migration checklist
- Full list of old URLs from at least three sources
- Redirect map with one-hop, closest-equivalent redirects
- New templates checked for content and structured data parity
- Internal links and menus updated to new URLs
- New sitemaps ready to submit
- Merchant Center feed updated with new URLs
- Customer account email and on-site message ready
- Monitoring plan for six weeks after launch
Our store migration service follows this plan and adds the data side: products, customers, orders and reviews.
Questions
How long should I keep redirects after a migration?
Google recommends keeping them for as long as possible, generally at least one year. Many stores keep them indefinitely, since they cost little to run.
Should I redirect discontinued products to the home page?
Generally no. Redirect to the closest category or a similar product, or show a helpful "no longer available" page.
Is it normal for traffic to drop after a migration?
Google says visibility may fluctuate temporarily. A dip that keeps getting worse after a few weeks usually means something was missed.
Can I change my URLs when I migrate?
Yes, and you often must. Every changed URL needs a redirect from the old address.
Sources
Opened and checked on 3 November 2026. Each entry says what kind of source it is.
- Site Moves and Migrations (How to move a site). Google Search Central, updated 20 August 2026. Platform documentation
- Intro to Product Structured Data on Google. Google Search Central, updated 10 December 2025. Platform documentation
- Avoid sending spam. Australian Communications and Media Authority (ACMA), undated page. Regulator