Whether it is to improve performance, user experience or the management of your site, a change of platform involves numerous technical adjustments. One of the most important aspects that should not be overlooked is the implementation of SEO redirects. Indeed, poor management of redirects can lead to traffic losses, a drop in SEO, and 404 pages galore. But why are these redirects so essential in the case of replatforming?
What is an SEO redirect and why is it necessary?
An SEO redirect is a mechanism for directing users and search engines from an old URL to a new one. During a replatforming, the URLs of your pages may change, and without redirection, visitors to your site as well as Google will find themselves facing non-existent pages, which is harmful to your SEO and the user experience.
Redirects allow you to maintain the authority of your domain and avoid losing rankings on search engines. In other words, they ensure the continuity of your traffic and maintain the value of your backlinks.
The different types of SEO redirects
During a replatforming, it is crucial to choose the right type of redirection to set up. Here are the main SEO redirects:
- 301 redirection (permanent) : This is the most commonly used redirection during replatforming. It tells search engines that the old URL has been permanently moved to a new address. All the SEO power of the old page is then transferred to the new one.
- The 302 redirection (temporary) : It indicates that the redirection is temporary. Search engines continue to consider the old URL to be valid. This type of redirection is rarely used in the context of replatforming, unless the migration is only temporary.
The importance of SEO redirects during e-commerce replatforming
When replatforming, especially to platforms like Shopify or Webflow, your old URLs may no longer match those generated by the new platform. If no redirection is implemented, here are the main risks involved:
- Traffic loss : Visitors who click on links pointing to your old pages will encounter 404 errors, causing a drop in traffic.
- Decrease in referencing : Search engines will downgrade your site if many pages are no longer accessible, impacting your SEO and your visibility.
- Backlink loss : External links pointing to your site will lose their value if the pages are no longer accessible. Redirections make it possible to maintain this precious “link juice”.
How to set up SEO redirects effectively?
Setting up SEO redirects is a technical step that requires rigor and good planning. Here are some tips for making this crucial step a success:
- Conduct a complete audit of your URLs : Before migrating, list all the URLs on your current site and identify which ones will need to be redirected.
- Use the right tools : Tools like Screaming Frog, Ahrefs, or SEMrush can help you track your redirects and identify potential errors.
- Perform post-migration testing : Once replatforming is complete, make sure that all redirects are working properly and that the old URLs are redirecting to the new pages.
Conclusion: Don't overlook redirects during your replatforming
SEO redirects are an essential element during replatforming. They guarantee the maintenance of your traffic, your referencing, and your credibility with search engines. That you are migrating to Shopify or Webflow, be sure to put in place an effective redirection strategy so as not to lose the benefits gained over time.