Diagnosis File #005
Traffic decline after a Shopify migration
Priority collections recovered once migration signals were consolidated.
Problem
Organic traffic fell after a Shopify rebuild because the new store launched with weaker page signals than the site it replaced.
Root Cause
The migration preserved surface-level templates but not the strength of the old URL signals. Redirect mapping, canonicals, internal linking, and collection relevance were inconsistent, so Google kept re-evaluating page identity instead of consolidating authority into the new store.
Outcome
Priority collections recovered once migration signals were consolidated.
Symptoms
- Collections lost rankings within days of launch
- Legacy URLs kept appearing in Search Console for priority queries
- Some migrated products were discovered late or stayed excluded
- Internal links pointed to a mix of old and new URL patterns
Root Cause
The migration preserved surface-level templates but not the strength of the old URL signals. Redirect mapping, canonicals, internal linking, and collection relevance were inconsistent, so Google kept re-evaluating page identity instead of consolidating authority into the new store.
Recommended Fix
- Collapse legacy redirect chains and align canonicals with final collection and product URLs
- Rebuild internal linking so navigation, collections, and supporting pages reinforce the new paths
- Rework weakened collection content and headings on the highest-value templates first
- Monitor recovery by template type instead of relying on sitewide averages alone
Outcome
Traffic stabilised once the strongest commercial pages received consistent signals again. Priority collections regained visibility first, followed by supporting product and brand pages as Google reprocessed the new structure.
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