The short answer

Record a baseline, list every URL worth keeping, map each to its closest equivalent, carry over useful content and metadata, test redirects on the new store, then monitor errors and search coverage after launch. Some movement is normal, so judge results over weeks, not days.

Before you build

  • Export current URLs from your platform, sitemap, analytics and Search Console.
  • Mark pages that earn traffic, links or sales.
  • Record current rankings, organic traffic and revenue as your baseline.
  • Note seasonal patterns so later comparisons are fair.

During the build

  • Map every important old URL to its closest useful new page.
  • Avoid sending many unrelated pages to the home page.
  • Keep useful content, headings and metadata. Do not rewrite everything at once unless you have to.
  • Add accurate structured data that matches visible content.
  • Plan for Shopify’s fixed URL patterns, such as /products/ and /collections/.
  • Update internal links so they point straight to new URLs.

Before launch

  • Import redirects, then test them. Shopify redirects only work where the old path no longer loads a page.
  • Check for redirect chains and loops.
  • Check canonical tags, sitemap and robots rules.
  • Remove store password protection only when ready.
  • Test analytics and conversion events.
  • Keep access to the old site’s data until you are sure you no longer need it.

After launch

  • Submit the new sitemap in Search Console.
  • Monitor 404s and add missing redirects quickly.
  • Compare against your baseline, allowing for seasonality, promotions and stock.
  • Check that important pages are being indexed.
  • Keep redirects in place for the long term.

A limit of this advice

Search engines decide what they rank. This checklist reduces avoidable risk but is no promise of unchanged rankings. Shopify’s rules can change, so check its redirect documentation, last checked 5 November 2026.