Up to 40% growth in impressions and clicks after a website migration. That's huge. StemWave's migration wasn't only about a visual lift. We also wanted to make sure the organic side of the website wasn't just preserved, but improved. This part can be easily underestimated or completely missed when moving between platforms. Today you're on WordPress. A year later, you move to Webflow or Framer. A few years later, maybe it's an AI-coded website. For Google, every migration is a change in how your website is structured, crawled and understood. And the bigger the website, the more carefully this needs to be handled. Here are 7 things we pay close attention to: 1. URL mapping & redirects Map old URLs to their new destinations before launch. Use 301s for changed URLs and avoid sending everything to the homepage. 2. Indexing & crawlability Check robots.txt, XML sitemap, canonical tags and noindex directives. Then use GSC to make sure important pages are actually being indexed. 3. Content & heading structure Preserve important content, page titles, meta descriptions and heading hierarchy during the migration. Don't accidentally turn an SEO-rich page into a much thinner one. 4. Internal linking Make sure important pages still have clear internal links pointing to them. A migration can easily break or weaken the internal link structure. 5. Structured data Rebuild relevant schema markup on the new platform and, where possible, connect it to CMS data so it stays accurate automatically. 6. Analytics & conversion tracking Make sure GA4, GSC and conversion events continue working properly. Otherwise, you can lose the ability to understand what actually changed after launch. 7. Post-launch monitoring The migration isn't finished when the new website goes live. Keep watching GSC, 404s, redirects, organic clicks, impressions and Core Web Vitals in the following weeks. A platform migration can be a great opportunity to improve SEO. But SEO shouldn't be something you check after the new website goes live. It needs to be part of the migration from the beginning.