Skip to content
Juan Carlos Angulo

Migrating to Next.js without losing organic traffic

Organic traffic growth after a technical e-commerce migration

+68%

E-commerce2025

+68%

Traffic growth

62%

Mobile LCP improvement

0

Weeks without a dip

The Client

I worked with an online store carrying over 4,000 SKUs that needed to move from a generic commerce template to a headless Next.js architecture. The real challenge was not losing the search rankings built over three-plus years of SEO work during the process.

The Challenge

  • The original site had poor Core Web Vitals, with mobile LCP above 4 seconds.
  • The platform migration meant changing the URL structure of thousands of product and category pages.
  • The marketing team needed to keep publishing content at pace throughout the migration.

The Solution

  1. 301 redirect map, one to one

    The live URL inventory was frozen before cutover, and a redirect table was built and verified against the old sitemap, preventing link equity loss.

  2. Hybrid rendering with Next.js

    Product and category pages moved to incremental static generation, cutting mobile LCP from 4.2s to 1.6s.

  3. Structured data and a dynamic sitemap

    Product/BreadcrumbList JSON-LD went live alongside a database-driven sitemap that always reflects the current catalog.

“Juan walked us through a migration that on any other project would have meant months of traffic recovery. Here, we came out ahead from week one.”

Marcela Ibáñez

Head of Digital Marketing

Results

Before → After (90 days)

  • Monthly organic traffic

    +68%

    Before82K
    After138K

  • Average mobile LCP

    -62%

    Before4.2s
    After1.6s

  • Indexed pages

    +31%

    Before3,100
    After4,050

The migration went through without a single week of traffic decline during cutover. The growth that followed confirms something I tell nervous clients before any migration: done right, it is an SEO opportunity, not just a risk to manage.

Want results like these?

Let's talk about your projectSee more case studies
JU
Juan Carlos Angulo

Software Engineer & Technical SEO Consultant

I'm Juan Carlos Angulo, a Software Engineer and Technical SEO Consultant based in Lima, Peru, with over four years of professional experience. My work sits at the intersection of software development and search engine optimization: technical SEO audits (crawlability, Core Web Vitals, Schema.org, indexation) combined with full-stack development in Next.js and Payload CMS. I help businesses grow their organic visibility by fixing issues directly in the code, no intermediaries involved. I also run juan-tech.com, a bilingual technical blog for developers and tech professionals across Latin America and Spain.