Content Migration Challenges
Content migration is often underestimated. Moving product data gets attention, but content pages, landing pages, and blog posts also need careful handling. Poor content migration affects both user experience and SEO.
Understanding Shopify's Content Model
Shopify handles content differently than many platforms.
Pages
Standard pages at /pages/handle. Shopify's page editor supports basic rich text. For complex layouts, use theme sections or metaobjects.
Sections
Reusable content blocks that can be added to pages. Modern Shopify themes support section-based page building for flexible layouts.
Metaobjects
Custom content types for structured content. Useful for FAQs, testimonials, team members, and other repeating content patterns.
Blog posts
Blog content at /blogs/blog-handle/post-handle. Each blog is a container for articles.
Mapping Content from Your Platform
Identify how your current content maps to Shopify structures.
Simple content pages
About, contact, policies: These usually migrate directly to Shopify pages with minimal reformatting.
Rich landing pages
Pages with custom layouts, multiple sections, and interactive elements need more work. Options:
- Recreate using Shopify sections
- Build custom theme templates
- Simplify to Shopify-native patterns
Blog content
Export blog posts with:
- Title and handle
- Content (HTML)
- Featured image
- Publication date
- Author
- Tags
Import via API or apps like Matrixify.
Handling Rich Content
Content with custom formatting requires attention.
Embedded media
Videos, audio, and interactive embeds need verification. Ensure embed codes work in Shopify's content editor.
Custom HTML
HTML in content may reference CSS classes from your old theme that do not exist in Shopify. Review and update styling references.
Images
Content images need migration to Shopify's file hosting or verification that external URLs remain accessible.
Landing Page Recreation
High-value landing pages may need recreation rather than direct migration.
Evaluate importance
Which landing pages drive significant traffic or conversions? Prioritize these for careful recreation.
Design within Shopify capabilities
Rather than forcing old designs into Shopify, redesign landing pages using Shopify-native patterns. This often improves maintainability.
Section-based building
Modern Shopify themes support flexible section-based pages. A combination of existing sections may achieve your layout goals.
Custom sections
For unique requirements, develop custom theme sections. These become reusable across the site.
SEO Preservation
Content pages often rank for valuable keywords.
URL mapping
Shopify URLs follow patterns like /pages/about-us. If your current URL is /about, redirect /about to /pages/about-us.
Metadata migration
Migrate page titles and meta descriptions. Shopify's page SEO fields accommodate these.
Internal links
Update internal links within content to point to new Shopify URLs rather than relying on redirects for internal navigation.
Blog Migration Specifics
Blog content has additional considerations.
Blog structure
Shopify requires blogs to contain articles. Create your blog(s) first, then import articles into them.
Categories and tags
Shopify uses tags, not categories. Map your category structure to tags or create separate blogs for major categories.
Authors
Shopify attributes articles to staff accounts. Decide how to handle multiple authors.
Comments
Shopify supports comments but many stores use third-party comment systems. Migrating comments requires matching your chosen solution.
For comprehensive migration planning, see Shopify migration.
Working with LiftKit Digital
LiftKit Digital handles content migration as part of platform migrations. We ensure valuable content moves correctly and maintains its SEO value.
To discuss content migration, get in touch.