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SEO: the complete guide.

Ten chapters to make your site easy to find on Google: keywords, structure, speed, structured data, launch and migration.
Portrait of Roland Vekemans
Roland Vekemans, Co Founder @ BeBranded
Guide · 10 chapters · Updated Apr 2025
Cover of the BeBranded Webflow SEO guide: what to check before publishing

The essentials · 30-second read

SEO makes your pages easy for Google to find, understand and rank. This guide gives the method in ten chapters.

  • Start from search intent, not from volume: one page per clear question (chapters 1 and 2).
  • Structure comes before content: clear sections, internal links and one priority per page (chapter 3).
  • The Core Web Vitals are LCP, INP and CLS; INP replaced FID on 12 March 2024 (chapters 4 and 5).
  • A redesign without URL mapping and 301 redirects puts your rankings at risk; Google advises keeping redirects for at least a year (chapter 9).
  • SEO is also the entry ticket to AI answers: Google's AI features rely on pages that are indexed and eligible for a snippet.

Summarize this guide with AI

ChatGPTPerplexityClaudeGeminiGrok

SEO remains one of the main ways buyers find a company they did not know yet, and it is also the base that AI engines build on. Many SEO problems do not come from a missing trick: they come from an unclear structure, a slow page or a redesign launched without redirects.

This guide brings together our SEO articles in the order we work: set the strategy and the keywords, build a structure Google can read, fix speed and structured data, check everything before launch, protect your traffic during a migration, and know what to expect from a provider. For visibility in ChatGPT, Perplexity or Gemini, see our GEO guide.

01

The 10 chapters

Chapter 1

Improve your website's visibility with SEO

The full picture: audit, keywords, content, technical SEO, internal links, backlinks and AI engines.

Read

Chapter 2

Google Trends for SEO

How to read search trends to choose topics and time your content.

Read

Chapter 3

Website structure that helps users and Google

A five-layer framework to organise pages, navigation and internal links before you build.

Read

Chapter 4

Core Web Vitals: understand and optimize

LCP, INP and CLS explained, how to measure them and how to improve each one.

Read

Chapter 5

Google PageSpeed Insights

How to read your score and apply the most common speed fixes.

Read

Chapter 6

Schema.org structured data

How to add, validate and monitor structured data, with Webflow examples.

Read

Chapter 7

SEO checklist before publishing

Metadata, indexing, headings, images, internal links and tracking, step by step, on a Webflow example.

Read

Chapter 8

Launch a website without last-minute SEO issues

A five-gate framework for redirects, metadata, indexing and tracking on launch day.

Read

Chapter 9

SEO redesign: migrate without losing traffic

Audit, URL mapping, 301 redirects and monitoring after the migration.

Read

Chapter 10

What development and SEO services should cover

What to ask a provider so SEO is part of the build, not an afterthought.

Read

02

Where to start

If your site is live and you want quick wins, start with chapter 3 on structure and chapter 4 on Core Web Vitals: they often reveal the biggest gaps. If you are about to launch or redesign, go straight to chapters 8 and 9.

If you would rather have an outside view, our SEO & GEO team runs technical audits and on-page work on Webflow, Framer and custom sites.

Sources

  1. 1. Google Search Central: SEO starter guide · developers.google.com/search/docs/fundamentals/seo-starter-guide
  2. 2. Google Search Central: do you need an SEO? · developers.google.com/search/docs/fundamentals/do-i-need-seo
  3. 3. web.dev: Web Vitals · web.dev/articles/vitals
  4. 4. Google Search Central: introduction to structured data · developers.google.com/search/docs/appearance/structured-data/intro-structured-data
  5. 5. Google Search Central: site moves with URL changes · developers.google.com/search/docs/crawling-indexing/site-move-with-url-changes

FAQ

Questions about SEO.

Another question?

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What is SEO?
SEO (search engine optimization) is the work of making your pages easy for search engines to crawl, understand and rank for the questions your buyers ask. It covers three areas that depend on each other: the technical base (speed, indexing, structure), the content (pages that answer a real intent) and authority (links and mentions from other sites).
How long does SEO take to work?
There is no fixed delay: it depends on your site's history, your competitors and the queries you target. Technical fixes can be picked up as soon as Google recrawls the pages, while new content and authority build up over months. Be wary of any provider who guarantees rankings: Google itself states that no one can guarantee a first position.
Do Core Web Vitals affect rankings?
Google says that good Core Web Vitals, along with other page experience aspects, align with what its core ranking systems seek to reward, and it highly recommends achieving them. They do not replace relevant content, but a slow or unstable page loses visitors before they read it. Chapters 4 and 5 show how to measure and improve them.
How do I protect my SEO during a redesign?
Map every old URL to its new equivalent before launch, then set up server-side permanent redirects (301 or 308) and keep them for at least a year, as Google recommends. Update internal links, check metadata and structured data on the new pages, and monitor Search Console in the weeks after launch. Chapter 9 gives the full checklist.
Does my CMS matter for SEO?
Less than people think, as long as it gives you control over the essentials: clean URLs, title and meta tags, redirects, a sitemap, structured data, performance and multilingual settings. Webflow, WordPress, Framer and custom stacks can all rank well. What usually makes the difference is the structure and the content, which no platform writes for you.
Is SEO still worth it with AI search?
Yes. Google states that its AI features draw on pages that are indexed and eligible to be shown with a snippet, with no additional requirement. A site that is crawlable, fast and clearly written is therefore also the base for appearing in AI answers. Our GEO guide covers what to add on top, such as brand mentions and citation tracking.

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