One of the most common concerns we hear from business teams when they’re considering a re-platform is how to ensure that they don’t lose their analytics data and SEO rankings. If the client is using Google Analytics, GA4, or Firebase, PeakActivity will reuse the current account, property, and views, which will retain all historical data. At PeakActivity, we also re-implement any marketing pixels using Google’s Tag Manager. This is typically done toward the end of development to avoid any re-work. PeakActivity will also work closely with your marketing vendors and agencies to ensure proper tracking during go-live.
Organic traffic from search engine optimization (SEO) is built slowly over time, becoming one of the best investments for eCommerce businesses. However, that traffic can be ruined with a significant drop in organic traffic after a re-platform if you don’t work with an SEO strategist well versed in transition planning for a re-platform or even a site redesign. The strategist will create a plan to do things like map 1:1 redirects to regain organic traffic, mapping every old URL to a new URL, ensure meta descriptions are carried over and plan for changes in the website’s robots.txt file and XML sitemap generation so that unnecessary pages didn’t get indexed and hinder crawl efficiency. Your business’s priority keywords from the title tag, header tags, body copy, and alt text need to be shown on the new site or you’ll see a relevancy score drop followed by a drop in ranking and traffic.