Invopak is a UK-based supplier of rigid packaging containers, offering plastic and metal options like buckets, jars, tins, and drums. They serve industries such as food, chemicals, and paints, with a focus on quality and sustainable packaging solutions.
Invopak approached us with a clear objective: to migrate their e-commerce store from Magento to Shopify. While they were eager to take advantage of Shopify’s intuitive interface and scalable infrastructure, they were equally concerned about maintaining the SEO equity they had built over time.
Their key priorities were:
Maintaining their current search engine rankings
They had invested heavily in SEO and wanted to ensure that their visibility on Google remained stable throughout the migration.
Ensuring minimal disruption to their organic traffic
With a significant portion of site visits driven by organic search, a dip in traffic could directly affect both sales and customer acquisition.
Preserving the website’s revenue streams derived from organic search
Many of Invopak’s conversions originated from search engines, so retaining this performance was critical to their bottom line.
We implemented a comprehensive SEO strategy to address the client’s concerns and ensure a smooth SEO migration. This included a complete pre- and post-go-live checklist to ensure all SEO performance was retained as we migrated from Magento to Shopify.
The process included the following steps:
We conducted a detailed URL audit to map all existing Magento URLs to their corresponding Shopify URLs. This step ensured that no valuable pages were lost during the migration.
Redirects were carefully configured to guide users and search engines from old URLs to new ones. This step was critical to preserve link equity and avoid broken links.
Rigorous testing confirmed that all redirects worked correctly and that there were no errors or 404 pages. This was completed on staging and live to ensure the new URL structure received all authority and equity.
We generated and submitted a new XML sitemap to Google Search Console, ensuring all new Shopify URLs were indexed promptly.
A new robots.txt file was set up to effectively manage crawling and indexing preferences.
Analytics and tracking tools were configured correctly to monitor traffic, user behaviour, and overall website performance.
Internal links were reviewed and updated to align with the new URL structure, ensuring a smooth navigation experience for users and search engines.
Additional audits addressed potential issues such as page load speed, mobile responsiveness, meta tags, and structured data.
Following the successful migration from Magento to Shopify, Invopak not only sustained current performance, but also experienced significant improvements in its SEO performance.
These results underscore the importance of a meticulous SEO migration strategy. By addressing every aspect of the migration process, we preserved the client’s SEO performance and positioned them for sustained growth on Shopify. These results underscore the importance of a meticulous SEO migration strategy. By addressing every aspect of the migration process, we preserved the client’s SEO performance and positioned them for sustained growth on Shopify.
Migrating from Magento to Shopify can be daunting, particularly given SEO concerns. However, with careful planning and execution, you can maintain and enhance your site’s SEO performance. This case study demonstrates how a structured approach can yield positive outcomes and drive tangible business results.
If you need help with your SEO Migration or have questions about migrating to Shopify, contact us today.
Inbuild
Bringing speed and clarity to online product ordering
Copyright © B2 Agency Limited - All Rights Reserved. Company Registration Number: 14668246.
