Website migrations can be terrifying—especially when your traffic and search rankings are at stake. Moving to WordPress is a smart long-term choice for flexibility, scalability, and control, but one wrong step in your SEO migration can tank years of organic growth.
This guide walks you through the advanced steps of migrating your site to WordPress without losing SEO equity—and in many cases, improving it.
Why Migrate to WordPress?
WordPress powers over 43% of the web (source: W3Techs), thanks to its unmatched balance of customization, performance, and ecosystem support. If you’re coming from platforms like Wix, Squarespace, Webflow, or custom CMS setups, WordPress offers better control over:
- SEO metadata
- URL structure
- Performance optimization
- Plugin-driven enhancements
- Open-source extensibility
Pre-Migration SEO Audit (Critical Step)
Before you touch any code or DNS records, conduct a thorough audit of your current site:
- Export your sitemap
- List your top-performing pages (Google Search Console & Google Analytics)
- Benchmark current keyword rankings (tools like Ahrefs, SEMrush)
- Record inbound backlinks (via Ahrefs Backlink Checker)
🧠 Pro Tip: Create a URL mapping spreadsheet of every existing URL and its corresponding new destination in WordPress.
URL Structure & 301 Redirect Planning
One of the biggest SEO killers during migration is broken links. Plan your 301 redirects in advance:
- Use plugins like Redirection or server-side .htaccess rules
- Match old URLs to new ones exactly where possible
- Avoid changing permalink structure unless absolutely necessary
🛑 Avoid 404s at all costs. Use tools like Screaming Frog to crawl your site and detect broken pages pre/post migration.
Content Migration Strategy
Copy-pasting isn’t enough. Here’s what you need to ensure:
- Preserve H1–H6 hierarchy and semantic HTML
- Carry over alt tags, meta descriptions, and internal links
- Don’t forget structured data and schema (use plugins like Schema Pro or Rank Math)
Bonus: Use Advanced Custom Fields (ACF) for flexible content structure that’s easier to manage long-term.
XML Sitemap + Robots.txt
After migration:
- Submit your new sitemap via Google Search Console
- Use tools like XML Sitemaps Generator or plugins like Yoast SEO
- Check and update your robots.txt to ensure no critical pages are blocked
Performance, Core Web Vitals & Hosting
Google has made it clear that site speed is a ranking factor (source: Google Search Central).
Checklist:
- Use a lightweight, optimized WordPress theme
- Minimize plugins
- Host on a reliable provider (e.g., Kinsta, Rocket.net, or Cloudways)
- Implement lazy loading, asset minification, and a CDN (like Cloudflare or QUIC.cloud)
Final Checks Before Launch
- Set up GA4 and GSC for your new domain
- Test redirects with a crawling tool
- Check all forms, CTA buttons, and mobile usability
- Crawl for 404s or canonical issues
- Monitor traffic and rankings daily for the first 30 days
When Done Right, SEO Gets Better
If executed properly, a WordPress migration doesn’t just protect your SEO—it can improve it. Cleaner code, better performance, and full control over meta tags and schema often lead to:
Faster page load times
Increased crawl efficiency
Better mobile performance
Higher keyword rankings over time
📈 According to Google and Backlinko, faster sites have a 32% lower bounce rate and significantly higher engagement rates.
Need Expert Help?
Even seasoned marketers get tripped up during SEO migrations. At Loop Wisely, we specialize in high-stakes WordPress migrations that preserve and enhance SEO performance.
🎯 Request a Free SEO-Safe Migration Consultation → Contact Us