Replatforming Support

Replatforming support exists to ensure the new site is born SEO-correct. Too often technical decisions are made during development without considering organic search, and the problems only surface after go-live, when fixing them costs far more.

We work alongside designers and developers from the earliest stages of the project, defining clear SEO requirements for every element and validating them on the staging environment before publication.

What we oversee during development

• Information architecture — site structure, category hierarchy and logical paths for users and crawlers.
• URL structure — clean, descriptive, consistent URLs that stay stable over time.
• Page structure — templates, heading hierarchy (H1-H6) and on-page content.
• Navigation and internal linking — menus, breadcrumbs and internal links that distribute authority.
• Faceted navigation and filters — managing parameters, canonical, noindex and crawl budget so as not to generate thousands of useless URLs.
• Product pages and key pages — structure, content and structured data of the pages that convert.
• Indexing — robots.txt, meta robots, canonical tags and correct handling of what should (or should not) end up on Google.
• XML sitemap — automatic generation and updating of indexable URLs.
• Structured data — schema.org for products, reviews, FAQs, breadcrumbs and organisation.
• Performance and Core Web Vitals — speed and stability requirements from the design stage, not as a final patch.
• Mobile-first — a consistent experience and content across desktop and mobile.
• Pagination and duplicate content — clear rules for lists, variants and page versions.
• Hreflang and multilingual — the correct structure when the site serves several languages or countries.
• Redirects and continuity — mapping of old URLs and a redirect plan towards the new site.
• Pre-launch SEO QA — a control checklist on staging before going live.

How we work

We speak the developers' language: we translate SEO requirements into concrete specifications, tickets and acceptance criteria, and verify them directly on the staging environment. This way every element — from the architecture to the individual template — is checked before go-live, avoiding costly rework once the site is published.

Why BlackFrog

Acting during development is the moment when SEO costs the least and pays off the most: mistakes are prevented rather than corrected.

• A site optimised from day zero: no surprises after launch.
• Lower rework costs: SEO requirements are clear before a line of code is written.
• Smooth collaboration: we work side by side with teams, agencies and developers.