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All medium traffic sites depend on google. We had a good running shop. We changed some things.

Nearly one week site down due to server crash (don't ask!). No problem.

New server, new IP. No problem.

Force always SSL. No problem.

But then we switched the shopping cart. This killed us. Traffic down 70%

Switched the shopping cart? It shouldn’t affect SEO.

New URLS?

After 4 months we have not recovered from this.

301s were not an option?

we did this 1 month later. No effect.

We did a general 301. Not a product specific 301. Mistake?

301 redirects by page for sure 1:1.

Plus, How is this linked to shopping carts?

well, website.com/product=11 became website.com/myfavoritejeans

This is called product pages, cart will be website.com/my-cart or something in the like.

so, should we have done a 301 for every product?

Seems to late now.

Yes 301s for each products to new page is ideal.

I don’t do SEO for other companies, but I can take a look at your analytics data, and make a couple of suggestions if that can help. PM me.