Case study 01 · E-commerce · Technosport
A platform can change without losing its search foundation.
As SEO Specialist at Technosport — an Indian activewear brand with an online store and a retail network — I handled SEO for its move from Shopify to a custom-built platform, on the same domain.
The situation
I look after SEO for Technosport’s online store: category and page optimisation, keyword research, content planning, metadata and headings, internal structure, schema, sitemap, image SEO and store-location pages.
Then the store moved off Shopify onto a platform built by Technosport’s own product and development team. The domain stayed the same — but almost everything underneath it changed: URL structures, how pages are generated, how products are discovered.
Why it was risky
Search engines carry years of history attached to the old pages. If old URLs simply disappear, the links and rankings attached to them go too — and shoppers who land on a dead page leave.
Missing redirects, a stale sitemap, lost structured data or new search-parameter URLs can quietly erase visibility that took years to build, often before anyone notices.
What the work covered
The goal: everything search engines already knew about the store should carry over to the new platform. That meant planning before launch, checking everything on launch day, and tracking issues after it — working with the developers throughout.
- URL map
- Redirects
- Sitemap
- Schema
- Launch QA
- Monitoring
- 01 · Before
Pre-launch SEO plan
Mapping old URLs to new ones and setting requirements for redirects, sitemap, schema, headings and content on the new platform.
- 02 · Before
Redirects
Old → new 301 redirects so existing links and rankings point to the right new page.
- 03 · Before
Developer coordination
Crawlability, indexation, URL structures, search parameters and how products get discovered on the new site.
- 04 · Launch day
Launch QA
Checking redirects, status codes, indexability, sitemap, schema and page metadata as the new site went live.
- 05 · After
Monitoring
Watching crawling, indexing and search performance after launch to catch problems early.
- 06 · After
Issue tracking
Logging technical SEO issues and following them through with the developers until resolved.
Who did what
My part
- SEO strategy for the migration
- Pre-launch planning: URL mapping, redirects, sitemap, schema, headings, content
- Launch-day QA and post-launch monitoring
- Technical issue tracking with developers
Product / development team
- Designing and building the new platform
- Implementing the changes in code
Migrations are where search visibility is most fragile — and where planning matters more than tactics.
Planning a migration?
If your site is about to change platforms, the time to plan for search is before launch. Happy to talk it through.