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SEO can appear disconnected from engineering.

During ecommerce migration, it is not.

Changing platform architecture can change:

• URLs
• canonical tags
• internal links
• pagination
• structured data
• rendering
• redirects
• site speed

For a large ecommerce site, even a relatively small technical mistake can affect thousands of indexed pages.

The danger is that the impact may not appear immediately.

The new platform launches successfully.

Orders work.

Nothing seems broken.

Then organic traffic begins to decline.

SEO should therefore be part of migration planning from the beginning.

Teams should crawl the existing site, identify high-value URLs, map redirects, preserve internal linking, and monitor indexing after launch.