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Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
Ecommerce Platform Migration Issues & SEO Pros and Cons
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Ecommerce Platform Migration Issues & SEO Pros and Cons

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Ecommerce Platform Migration Issues and Search Engine Optimization Pros and Cons | This ecommerce migration slide deck will guide you through the 4 most popular ecommerce platforms. We'll cover …

Ecommerce Platform Migration Issues and Search Engine Optimization Pros and Cons | This ecommerce migration slide deck will guide you through the 4 most popular ecommerce platforms. We'll cover migration pros and cons, seo pros and cons, what to watch for, etc. We've even included SEO checklists to help you with your next ecommerce migration project.

Ecommerce platforms included in this migration course are Magento, Volusion, BigCommerce and Shopify.

Presented by @jonathanhinshaw, www.ebwaycreative.com

Published in: Technology, Business
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  • 1. Most Popular E-commerce Platforms SEO pros and cons and migration issues Internet Marketing Session for E-Commerce Business Owners
  • 2. 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
  • 3. E-Commerce Migration how shopping cart popularity has changed over the last year
  • 4. 2008 – founded 200k - 240k – of live stores worldwide ~26% – e-Commerce market share Physical locations of businesses using Magento
  • 5. Websites using Magento in Alexa Top Million Sites
  • 6. 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
  • 7. 2006 – founded 54k -100k – of live stores worldwide ~10% – e-Commerce market share Physical locations of businesses using Shopify
  • 8. Websites using Shopify in Alexa Top Million Sites
  • 9. 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
  • 10. 2009 – founded 50k – of live stores worldwide ~7% – e-Commerce market share Physical locations of businesses using Bigcommerce
  • 11. Websites using Bigcommerce in Alexa Top Million Sites
  • 12. 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
  • 13. 1999 – founded 25k-50k – of live stores worldwide ~5% – e-Commerce market share Physical locations of businesses using Volusion
  • 14. Websites using Volusion in Alexa Top Million Sites
  • 15. 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
  • 16. Google Trends
  • 17. Migration Issues! and how to avoid them
  • 18. Avoid before migration: 1. Third-party modules 2. Non-default templates 3. Manual database customization
  • 19. Make sure your target store is hidden from Google and other search engines
  • 20. Whitelist IPs that you are going to run your migration from!
  • 21. Pre/Post Migration Recommendations for Magento, Shopify, BigCommerce, Volusion
  • 22. General pre-migration tips: ü  Make a backup
  • 23. General pre-migration tips: ü  Setup proper folder permissions
  • 24. General pre-migration tips: ü  Keep images in default folders
  • 25. 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
  • 26. 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
  • 27. Key pre- and post-migration tips: 1.  Make sure all of your products are named 2.  Prepare API Path and API Token
  • 28. Key pre- and post-migration tips: 1.  Check your pricing plan 2.  Use .csv file format
  • 29. General post-migration tips: ü  Ask clients to restore their passwords
  • 30. General post-migration tips: ü  Customize your store (template, modules, other changes)
  • 31. General post-migration tips: ü  Test your store before the launch
  • 32. 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
  • 33. Prices . Shopify Volusion BigCommerce Magento   Minimum  Package $29/mo $15/mo* $34.95/mo free Maximum  Package $179/mo $135/mo* $199.95/mo up  to  $1,400/mo Transaction  Fees 0%-­‐2% 0* 0%-­‐2% 0*
  • 34. Performance . Shopify Volusion BigCommerce Magento   Hosted/Self-­‐hosted Hosted Hosted Hosted Self-­‐hosted Storage 1GB-­‐unlimited Unlimited Unlimited -­‐ Bandwith Unlimited 1-­‐35GB Unlimited -­‐ Uptimes Very  good Poor Excellent -­‐ Site  speed OK More  or  less OK Slow
  • 35. Simplicity & Friendliness . Shopify Volusion BigCommerce Magento   Support Very  good Poor Average Very little, only helpyourself  kind Templates (variety, user  friendliness) Very  good Good Good Moderate Simplicity Very  simple Simple Very  simple Very  difficult Mobile  friendly Yes Yes Yes Yes
  • 36. Additional Features . Shopify Volusion BigCommerce Magento   Blog Yes No Yes No Marketplace No No No Yes Social  commerce No Yes Yes No Abandoned shopping cart  features Yes Yes Yes Yes Daily  deals,  promos Yes Yes Yes No Reviews/ratings Yes Yes Yes No Forum Yes No Yes No Apps  and  add-­‐ins Yes Yes Yes Loads!
  • 37. What do we need for SEO?
  • 38. Ecommerce platforms SEO checklist SEO  checklist 1 301  redirects  control 2 Control  of  Titles  with  full  possibility  to  customize  them  separately  for  each  page  and  using  templates 3 Control  of  Headings  with  full  possibility  to  customize  them  separately  for  each  page  and  using  templates 4 Control  of  meta  Descriptions  with  full  possibility  to  customize  them  separately  for  each  page  and  using  templates 5 Control  over  pages  content,  possibility  to  add  custom  text  to  all  pages 6 Control  over  robots  txt  file  or  possibility  to  add  meta  robots  tag  to  specific  pages  or  sets  of  pages 7 Control  of  Alt  attributes  for  images  with  full  possibility  to  customize  them  separately  for  each  page  and  using  templates 8 XML  sitemaps  automatically  generated  and  regularly  updated 9 SEO  friendly  URLs  (control  over  URLs) 10 No  duplicate  URLs  issues 11 Canonicalization  of  URLs 12 Search  firendly  navigation  and  structure 13 Breadcrumbs 14 Blog 15 Built-­‐in  Analytics  integration 16 Schema.org  integration 17 Social  sharing  (supporting  Open  Graph  protocol) 18 HTML  sitemaps 19 Internal  linking  opportunities 20 Google  authorship  verification
  • 39. 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 -­‐ -­‐ -­‐ +
  • 40. Ecommerce platforms SEO checklist •  Navigation & Structure •  Breadcrumbs •  Schema.org
  • 41. 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 -­‐ -­‐ -­‐ +
  • 42. Ecommerce platforms SEO checklist • Open Graph protocol • HTML sitemap • Internal linking opportunities
  • 43. Migration impact on rankings, Precautions
  • 44. 301 redirects •  200 OK •  301 Redirect •  404 Not Found
  • 45. 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
  • 46. 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
  • 47. 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
  • 48. 21.3.1121.3.11 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:
  • 49. 21.3.1121.3.11 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.
  • 50. 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.    
  • 51. THANK YOU Jonathan Hinshaw EBWAY Creative Solutions, Inc. Twitter: @jonathanhinshaw LinkedIn: /jonathanhinshaw Visit us online for free resources and downloads at www.ebwaycreative.com
  • 52. LIKE, SHARE, COMMENT! (don’t forget to visit us online at www.ebwaycreative.com) WILL YOU DO ME A FAVOR? PLEASE RATE THIS CONTENT!

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