Migrating to Next.js without losing organic traffic
Organic traffic growth after a technical e-commerce migration
+68%
+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.”
Results
Before → After (90 days)
Monthly organic traffic
Average mobile LCP
Indexed pages
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.
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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.