This article marks the sixth entry in Coalition Technologies’ 10-part series dedicated to guiding eCommerce companies through the critical steps of evaluating the need for, planning, and executing a website replatforming project.
Transitioning to a new platform necessitates a thorough examination of your current SEO and content strategies to preserve search engine visibility. While replatforming is a strategic move for long-term sustainability, it comes with its set of challenges. To streamline the replatforming journey, proactive efforts are required now to alleviate future burdens. Conducting a content review and validating SEO performance are key practices to minimize future work when replatforming.
Assessing the efficacy of your present content and SEO is crucial for a successful replatforming initiative. A comprehensive content audit, which includes an analysis of web traffic, is essential. This audit encompasses several critical components.
Benchmarking is crucial as it allows you to compare your website’s performance against industry competitors. Identifying areas of strength and improvement during the replatforming process is a best practice for achieving site success. The aim is to enhance your search engine visibility during the transition: securing the top position in Google search results can yield a click-through rate of 28.5%. Are you aiming to achieve this prime spot?
Ensuring the structure and taxonomy of your website are meticulously evaluated is fundamental to the content review process. This review necessitates that you:
Understanding the structure of your website is essential for a smooth migration. You aim to preserve your content’s integrity and, ideally, enhance it.
A significant aspect of your content review involves addressing key questions, often in collaboration with your SEO and analytics teams. A spreadsheet program can facilitate this process, providing an outline of every page on your website.
These questions may include:
After conducting all content reviews and validating SEO benchmarks, a post-launch review is mandatory. Collaboration with your SEO team is essential. Ideally, they should provide you with the following insights:
With this data, you may need to make further adjustments post-migration. Engaging in a migration pre-check can significantly reduce the need for post-migration cleanup.
Considering these aspects, the replatforming process can be made more manageable. Replatforming is an investment in your future, and the efforts you invest upfront can future-proof your content. Collaborating with a skilled and committed team of SEO professionals can streamline this process, particularly in the realms of content review and meeting SEO benchmarks.
In the subsequent article of our replatforming series, we will delve into the importance of conducting a technology audit as part of your replatforming strategy.
