Ecommerce Platform Migration Issues & SEO Pros and Cons
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Transcript of Ecommerce Platform Migration Issues & SEO Pros and Cons
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Most Popular E-commerce Platforms SEO pros and cons and migration issues
Internet Marketing Session for E-Commerce Business Owners
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Presenter
Jonathan Hinshaw Co-Founder of EBWAY - 10 Years In Luxury Import Sales (Automotive) - Internet Marketing Manager for BMW - Created First Website In 1999 - Incorporated EBWAY Creative in 2006 - Musician / Singer / Songwriter / Father / Husband
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E-Commerce Migration how shopping cart popularity has
changed over the last year
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2008 – founded 200k - 240k – of live stores worldwide ~26% – e-Commerce market share
Physical locations of businesses using Magento
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Websites using Magento in Alexa Top Million Sites
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Some curious Magento migration stats that are worth to tweet 40% of all e-Commerce migrations are performed to Magento In the last 12 months number of migrations to Magento increased by 24% 26% of all Magento migrations are actually Magento upgrades
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2006 – founded 54k -100k – of live stores worldwide ~10% – e-Commerce market share
Physical locations of businesses using Shopify
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Websites using Shopify in Alexa Top Million Sites
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Some curious Shopify migration stats that are worth to tweet 6% of all e-Commerce migrations are performed to Shopify In the last 12 months number of migrations to Shopify increased by 98% 2% of all e-Commerce migrations are performed from Shopify
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2009 – founded 50k – of live stores worldwide ~7% – e-Commerce market share
Physical locations of businesses using Bigcommerce
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Websites using Bigcommerce in Alexa Top Million Sites
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Some curious Bigcommerce migration stats that are worth to tweet 3% of all e-Commerce migrations are performed to Bigcommerce In the last 12 months number of migrations to Bigcommerce increased by 37% 3% of all e-Commerce migrations are performed from Bigcommerce
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1999 – founded 25k-50k – of live stores worldwide ~5% – e-Commerce market share
Physical locations of businesses using Volusion
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Websites using Volusion in Alexa Top Million Sites
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Some curious Volusion migration stats that are worth to tweet Less than 1% of all e-Commerce migrations are performed to Volusion In the last 12 months number of migrations to Volusion decreased by 20% More than 5% of all e-Commerce migrations are performed from Volusion
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Google Trends
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Migration Issues! and how to avoid them
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Avoid before migration: 1. Third-party modules 2. Non-default templates 3. Manual database customization
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Make sure your target store is hidden from Google and other search engines
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Whitelist IPs that you are going to run your migration from!
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Pre/Post Migration Recommendations for Magento, Shopify,
BigCommerce, Volusion
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General pre-migration tips: ü Make a backup
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General pre-migration tips: ü Setup proper folder permissions
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General pre-migration tips: ü Keep images in default folders
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Key pre- and post-migration tips: 1. Check if your hosting is compatible with Magento
2. Map your shops correctly during multi-store migration
3. Make re-index and clear cache after migration
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Key pre- and post-migration tips: 1. Notify your customers before the migration
2. Change non-standard letters (i.e. umlauts – ä)
3. Prepare API Key and API Password
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Key pre- and post-migration tips: 1. Make sure all of your products are named
2. Prepare API Path and API Token
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Key pre- and post-migration tips: 1. Check your pricing plan
2. Use .csv file format
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General post-migration tips: ü Ask clients to restore their passwords
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General post-migration tips: ü Customize your store (template, modules, other changes)
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General post-migration tips: ü Test your store before the launch
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What we usually want from a platform?
• Affordable
• Reliable (high up-times)
• SEO/marketing friendly
• User-friendly with various customizable design templates
• Simple and intuitive admin dashboard
• Helpful, accessible support
• Additional features
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Prices
. Shopify Volusion BigCommerce Magento Minimum Package $29/mo $15/mo* $34.95/mo freeMaximum Package $179/mo $135/mo* $199.95/mo up to $1,400/moTransaction Fees 0%-‐2% 0* 0%-‐2% 0*
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Performance . Shopify Volusion BigCommerce Magento Hosted/Self-‐hosted Hosted Hosted Hosted Self-‐hostedStorage 1GB-‐unlimited Unlimited Unlimited -‐Bandwith Unlimited 1-‐35GB Unlimited -‐Uptimes Very good Poor Excellent -‐Site speed OK More or less OK Slow
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Simplicity & Friendliness . Shopify Volusion BigCommerce Magento
Support Very good Poor AverageVery little, onlyhelpyourself kind
Templates (variety,user friendliness) Very good Good Good ModerateSimplicity Very simple Simple Very simple Very difficultMobile friendly Yes Yes Yes Yes
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Additional Features . Shopify Volusion BigCommerce Magento Blog Yes No Yes NoMarketplace No No No YesSocial commerce No Yes Yes NoAbandoned shoppingcart features Yes Yes Yes YesDaily deals, promos Yes Yes Yes NoReviews/ratings Yes Yes Yes NoForum Yes No Yes NoApps and add-‐ins Yes Yes Yes Loads!
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What do we need for SEO?
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Ecommerce platforms SEO checklist SEO checklist
1 301 redirects control2 Control of Titles with full possibility to customize them separately for each page and using templates3 Control of Headings with full possibility to customize them separately for each page and using templates4 Control of meta Descriptions with full possibility to customize them separately for each page and using templates5 Control over pages content, possibility to add custom text to all pages6 Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages7 Control of Alt attributes for images with full possibility to customize them separately for each page and using templates8 XML sitemaps automatically generated and regularly updated9 SEO friendly URLs (control over URLs)10 No duplicate URLs issues11 Canonicalization of URLs12 Search firendly navigation and structure13 Breadcrumbs14 Blog15 Built-‐in Analytics integration16 Schema.org integration17 Social sharing (supporting Open Graph protocol)18 HTML sitemaps19 Internal linking opportunities20 Google authorship verification
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Ecommerce platforms SEO checklist SEO checklist Shopify Volusion BigCommerce Magento
301 redirects control + + + +Control of Titles with full possibility to customize them separately for each page and using templates +/-‐ +/-‐ +/-‐ +Control of Headings with full possibility to customize them separately for each page and using templates +/-‐ +/-‐ +/-‐ +/-‐Control of meta Descriptions with full possibility to customize them separately for each page and using templates +/-‐ +/-‐ +/-‐ +/-‐Control over pages content, possibility to add custom text to all pages + + + +Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages -‐ + + +Control of Alt attributes for images with full possibility to customize them separately for each page and using templates +/-‐ +/-‐ +/-‐ +/-‐XML sitemaps automatically generated and regularly updated + + + +SEO friendly URLs (control over URLs) +/-‐ +/-‐ + +No duplicate URLs issues -‐ -‐ + -‐Canonicalization of URLs +/-‐ + + +Search firendly navigation and structure +/-‐ + + +Breadcrumbs + + + +Blog + -‐ + +Built-‐in Analytics integration + + + +Schema.org integration -‐ +/-‐ + +Social sharing (supporting Open Graph protocol) -‐ + + +HTML sitemaps -‐ + + +Internal linking opportunities + + + +Google authorship verification -‐ -‐ -‐ +
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Ecommerce platforms SEO checklist
• Navigation & Structure
• Breadcrumbs
• Schema.org
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Ecommerce platforms SEO checklist SEO checklist Shopify Volusion BigCommerce Magento
301 redirects control + + + +Control of Titles with full possibility to customize them separately for each page and using templates +/-‐ +/-‐ +/-‐ +Control of Headings with full possibility to customize them separately for each page and using templates +/-‐ +/-‐ +/-‐ +/-‐Control of meta Descriptions with full possibility to customize them separately for each page and using templates +/-‐ +/-‐ +/-‐ +/-‐Control over pages content, possibility to add custom text to all pages + + + +Control over robots txt file or possibility to add meta robots tag to specific pages or sets of pages -‐ + + +Control of Alt attributes for images with full possibility to customize them separately for each page and using templates +/-‐ +/-‐ +/-‐ +/-‐XML sitemaps automatically generated and regularly updated + + + +SEO friendly URLs (control over URLs) +/-‐ +/-‐ + +No duplicate URLs issues -‐ -‐ + -‐Canonicalization of URLs +/-‐ + + +Search firendly navigation and structure +/-‐ + + +Breadcrumbs + + + +Blog + -‐ + +Built-‐in Analytics integration + + + +Schema.org integration -‐ +/-‐ + +Social sharing (supporting Open Graph protocol) -‐ + + +HTML sitemaps -‐ + + +Internal linking opportunities + + + +Google authorship verification -‐ -‐ -‐ +
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Ecommerce platforms SEO checklist
• Open Graph protocol
• HTML sitemap
• Internal linking opportunities
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Migration impact on rankings, Precautions
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301 redirects
• 200 OK
• 301 Redirect • 404 Not Found
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301 redirects
• Create & map a complete list of page URLs!
• Only! If for some very serious reasons the above is totally undoable, consider the following options:
• Download for Google Analytics most successful in terms of traffic pages and map them in the first place
• Download the most linked to pages report from your Google Webmaster Tools and map them
• Map all of your category pages • Redirect top-selling products (E-commerce
performance report in Google Analytics)
• Test the redirects (Xenu, ScreamingFrog (free for up to 500 URLs only))
• Create good, custom 404 pages
• Try to use server redirects if possible and use regex redirects to minimize the server load
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Other precautions • At least for the first couple of months after the
migration keep the content (Titles, H1’s, texts)
the same
• Make sure to notify your customers of the
changes - possible slow load times, structure
and design and other changes
• Make sure to ONLY use new URLs in your
internal linking
• If you have control of any backlinks to your site,
change them to new URLs too
• Think about the internal linking patterns, try not
to change those much too
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Other precautions:
• Update XML and HTML sitemaps with new
URL and submit the new one to Google
Webmaster Tools
• Measure your traffic and rankings (at least with
SemRush) before the migration and after
• When you have moved be prepared to fix at
once SEO bugs of your new platform (duplicate
URLs usually)
• Measure and test everything – your conversion
rates, load times, abandoned carts etc
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Analytics tip: After migration you can have 2 options in terms of Analytics: • Create new Analytics property and start tracking the
new site from scratch • Use the same Google Analytics code
https://www.google.com/analytics/web/template?uid=wgYGwhy1RtW8aBkj4Z5qfA
Create a Custom report with full URL displayed:
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Small prediction: Your organic traffic will decline anyway! But if you have done everything right and keep monitoring your site’s performance, organic traffic will be going back during 4-10 weeks after the migration.
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Free online marketing audit We would like to invite you to take a free 15 minute personalized webinar for a quick audit of your website and marke7ng campaigns by a Google cer8fied expert. -‐ Quick usability audit of the exis7ng site; -‐ Quick SEO audit and review of exis7ng analy7cs; -‐ Audit of PPC campaign; -‐ Technical audit; -‐ General strategy audit.
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THANK YOU Jonathan Hinshaw EBWAY Creative Solutions, Inc. Twitter: @jonathanhinshaw LinkedIn: /jonathanhinshaw Visit us online for free resources and downloads at www.ebwaycreative.com
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LIKE, SHARE, COMMENT! (don’t forget to visit us online at www.ebwaycreative.com)
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