How to migrate an existing website to Webflow without losing its SEO?

You've decided to migrate your existing website to Webflow to improve performance and flexibility, but you're worried about losing your good Google ranking? It is indeed essential to follow a specific methodology to avoid any drop in SERPs (Search Engine Result Pages).

Before you get started, we invite you to read our main article on choosing a CMS strategy: Should you rebuild your website using Webflow, WordPress, or something else?

Why does migrating to Webflow improve your SEO?

Migrating a website to Webflow is an ideal opportunity to improve your search engine rankings. Webflow natively integrates advanced SEO features that facilitate indexing and visibility in organic results.

Webflow allows you to effectively position your site thanks to a clean HTML structure, customizable SEO tags, an automatically generated sitemap, and hosting optimized for maximum display speed, which is essential for current search engine algorithms. Here are a few steps to follow to avoid losing your SEO ranking.

Preparing for your migration: the crucial step to maintaining your SEO

A successful migration always begins with a comprehensive SEO audit, ideally carried out by an experienced SEO specialist or webmaster. This initial work allows you to accurately identify all the pages that are currently well-ranked, those that generate traffic through the long tail, and the backlinks that are essential to retain in order to maintain your good ranking.

Once this audit has been completed, you will have a clear overview of the content and pages that should be migrated to your new Webflow website as a priority. The SEO audit will also enable you to identify underperforming content that you can optimize or remove to improve the user experience and your visibility on Google.

Managing redirects: the key to preserving your SEO

The essential step to avoid any loss of traffic is to set up precise 301 redirects. The goal is clear: avoid 404 errors and keep your reputation with search engines intact. Each URL from your old website must be redirected to a corresponding URL on your new Webflow website, so that Google continues to index your existing content without interruption.

These redirects not only ensure continuity for your visitors, but above all preserve your positioning in SERPs. This rigorous work allows you to position your existing content on the first page of Google, greatly limiting the risk of losing positions in the short term.

Content optimization: to better position your new website

Migrating to Webflow is an excellent opportunity to rework and reference your existing content to make it even more relevant to search engine algorithms. Take advantage of the migration to optimize each piece of content according to current SEO best practices: relevant title tags, meta descriptions optimized for click-through rates, consistent Hn structuring, and improved internal linking.

This in-depth optimization will facilitate Google's indexing work. The more optimized your content is, the more likely it is to appear quickly in the top results, thereby significantly improving your organic visibility.

Essential technical checks before going live

Before the final launch of your website on Webflow, a thorough check by a qualified webmaster is essential. In particular, check the configuration of the XML sitemap generated by Webflow, which is essential for helping search engines index your new pages effectively. Also, make sure that all your tags are correctly filled in, that your redirects are working perfectly, and that mobile compatibility (responsive design) is flawless.

Also remember to link your site to Google Search Console so you can closely monitor SEO performance immediately after migration.

Post-migration SEO tracking and monitoring

The migration doesn't end when your new Webflow website goes live. After transferring your website, it's essential to regularly monitor your SEO metrics via Google Analytics and Google Search Console. Check the stability of your organic traffic, your ranking for your main keywords, and make sure that no technical or indexing issues arise after migration.

And to help you improve your SEO on Webflow, we've selected this video for optimization tips.

Mistakes to avoid when migrating to Webflow

Certain common mistakes can have a lasting impact on your SEO. It is essential to remember to use 301 redirects, as failing to do so will result in an immediate loss of traffic. Neglecting the loading speed of the new site can also hurt your SEO in the long term. Don't forget the importance of perfect mobile compatibility and make sure that all pages are correctly indexed before making the final switch.

Conclusion: Successfully migrate to Webflow without losing SEO

Migrating your website to Webflow without losing your natural search engine ranking is entirely feasible if you follow best SEO practices: preliminary audit, rigorous redirects, comprehensive SEO optimization, thorough technical checks, and constant monitoring after launch.

To round out your thinking and optimize your redesign in Webflow, also check out:

• Why is Webflow appealing for modern redesigns?
• Takeover or redesign: how do you know what you really need?

Would you like support with this important step to ensure your presence on the first page of Google? Our team specializing in SEO and Webflow is available to answer all your questions.