Absolute Security was replatforming from a legacy CMS to Webflow. Their design partner brought us in to lead the technical SEO: the URL mapping, hreflang, content pruning, and redirects that decide whether a migration succeeds in holding rankings, or loses them to poor execution.
Absolute Security is a leading cyber-resilience company. Its firmware-embedded technology ships in roughly 600 million devices across Dell, Lenovo, HP, and Samsung. When a brand at that scale moves its entire site to a new CMS, there's a lot of hard-won organic visibility on the line, and not much room for error.
Absolute was replatforming to Webflow with Candid Leap, a Webflow Enterprise Partner leading the design and build. Candid Leap already had a strong process for migrating smaller sites, but this one was bigger and more complex: hreflang across three languages, thousands of URLs, content that needed pruning, and a hard launch deadline that couldn't be missed.
They brought us in to own the technical SEO. We've led complex migrations for large organizations before, know Webflow deeply, and understand the search-side risks deeply. All that meant we could hit the ground running, so the team could move fast without gambling Absolute's hard-won search visibility.
We worked alongside Candid Leap, the Webflow Enterprise Partner leading Absolute's redesign. We're the technical SEO specialists design teams call when a migration has to be done right.
I hired Austin and his team after 30 minutes of talking. They're smart and trustworthy, and gave me a crash course in technical SEO in a very short time. We got technical, we had fun.
We took the lead on the technical SEO aspects of the migration and carefully planned every part before launch day. First we coordinated scope with the design and content teams so nobody duplicated work. Then we ran four phases that took us from a complete picture of the old site to a launch where every URL was mapped and the technical foundation was stronger than the one we started on.
A migration punchlist of everything needed: a full crawl of the live site, an export of existing redirects, a crawl of the new staging build, and per-status URL exports from Google Search Console.
A full URL map covering 3,700+ URLs, built against repeated Screaming Frog crawls of the staging site so the new architecture was understood before launch, not after.
Hreflang across Japanese, Spanish, and Portuguese, plus a content-pruning call: migrate PDFs with real demand, park the rest in Marketo, and retire thin, outdated, underperforming pages.
Old and new 301s reconciled into one chain-free set, on-page structure and schema audited across the new templates, and the team walked through the redirect upload at launch.
Most ranking losses in a migration don't come from one big mistake. They come from small, invisible ones: a redirect that chains, a subdomain that won't forward, a crawl trap inflating the map. This is the kind of detail we caught before it could cost Absolute traffic.
A crawl surfaced a trap at /partners/device-compatibility/ spinning up near-endless URLs. We contained it with a targeted robots.txt directive so it couldn't distort the crawl or the migration mapping.
Redirects coming off the cms.www.absolute.com subdomain wouldn't fire once the site was on Webflow. We caught it in the mapping and corrected the source URLs before they silently broke at launch.
Old 301s and new 301s were merged into a single clean file, so no request would bounce through two or three hops on its way to the right page. Redirect chains bleed authority; this one had none.
We reviewed the new Webflow templates (Resources, Blog, Solutions, Platform, Partners, etc.) for on-page SEO issues, and flagged UX and CRO improvements while there was still time to act on them.
When the nerves spiked right before go-live, we set clear expectations. Two to six weeks of normal ranking fluctuation is healthy after a move like this. Then we walked the team through the redirect uploads, step by step.
The planning paid off exactly where it counts. After months of careful preparation, Absolute moved to Webflow with no impact to organic search, despite significant content pruning. The chart below shows clicks and impressions straight through the migration window: steady, the launch date passed without the drop most teams brace for.
In the first seven days after launch, organic traffic came in almost exactly the same as the prior period, and higher the Monday after go-live. Indexed pages climbed by 328 while the noindex count rose by only 9, and Ahrefs showed no notable ranking shifts. From there, we stayed on to answer the team's detailed technical-SEO questions as the new site settled in.
I just want to say WOW.
What incredibly thoughtful, smart work.
Thanks very much for this.
With a clean launch behind us, Absolute's team wanted to level up their content and sales-enablement assets, and they asked us to set the new quality bar. We found a clear opening. Absolute ranked around #7 for endpoint visibility with a product page, while four of the top five results were informational. Absolute could outrank them with its existing authority, without building new links. All they needed was a higher-quality, more relevant asset on site.
So we built the asset that proved the standard: a "7 Best Practices for Endpoint Visibility" report, paired with content quality guidelines covering heading structure, E-E-A-T standards, internal linking, scannability and more, plus an on-brand PDF version ready to ship.
Chosen to address a real ranking opportunity and built to a standard their team could repeat, the report doubled as both a demand-capture asset and the reference point for the content quality bar they wanted to set across the site going forward.
View the report (PDF) →Absolute moved to Webflow with no loss of organic visibility, the redirects clean, the international setup intact, and the content library leaner than before. The traffic dip companies brace for when they change CMS platforms never showed up.
The work won over Absolute's internal marketing team. They became the advocates for investing further in SEO, GEO, and content, and used what we delivered to make that case to leadership.
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