The tools you use to build a site matter more than most people realize. Platforms that once felt convenient can quietly introduce speed, code, and indexing problems that make ranking harder over time. Lately, we’ve seen this firsthand with sites built on heavy builders—and switching platforms hasn’t always solved the issue. In this post, we break down which tools actually support organic performance today, where GHL and WordPress still fit, and how to build sites that search engines can crawl and rank without friction.
Table of Contents
Short answer
Stop treating all site builders the same. If a site must rank in organic search, build it as lightweight HTML that loads fast. If the site is just a landing page for paid traffic or email, GHL or a similar builder is fine. WordPress can work, but it often adds friction we no longer want to deal with.
Why we moved away from GHL for ranking sites
For a while GHL sites ranked fine. Then Google shifted. The common factor in many drops was the platform itself, not links or content. The pages were heavy. The code was bloated. Over time that started to matter again.
GHL still works for maps and for pages used in paid campaigns. But for organic traffic it can feel like running with one arm tied behind your back. You can still rank, but it takes more effort and more luck.
Why WordPress is not the fix
WordPress gives control, but it also brings constant updates, plugin conflicts, and a maintenance burden. We find ourselves spending time on platform problems instead of improving content and site speed. The new WordPress editing experience also creates a learning curve that slows us down.
Where we build instead
We now prefer small, HTML-first site builders that produce clean, fast output. These tools create pages that are easy for Google to read and quick for users to load. One example we use is Bolt.new. There are other modern builders that generate static HTML and work well with simple hosting and CDNs.
Why a static or HTML-first approach works better:
- Faster load times because there is less JavaScript and fewer server calls.
- Cleaner code so search engines can index content more reliably.
- Lower maintenance — fewer updates and plugin issues.
- Easier scaling when you use a CDN or static host.
Got SEO Questions? Get answers every week at 4pm ET at Hump Day Hangouts. Ask questions ahead of time, or live – just go to: https://semanticmastery.com/hdho (bookmark this!) 10+ years of insights given every week!
Get your checklist to help get better results with GBPs, faster.
Tools and add-ons we actually use
We focus on tools that help speed, indexing, and simple optimization without adding heavy code.
- Static site builders like Bolt.new to produce clean HTML pages.
- Fast hosting and CDN — a simple static host or edge CDN to serve files quickly.
- Lightweight analytics — pick a small script that tracks what you need without slowing the page.
- Basic SEO checks — tools that test schema, mobile layout, and core web vitals.
- Image optimization — compress and serve modern formats like WebP when possible.
Practical steps to move your sites in the right direction
We keep the checklist short and action-oriented. These changes give immediate win in speed and indexability.
- Build pages in static HTML whenever organic search matters.
- Use a CDN and simple hosting to cut time to first byte.
- Minimize third-party scripts. Only keep what moves the business forward.
- Optimize images and serve responsive sizes.
- Use simple, correct schema for business, reviews, and local info.
- Make sure pages are properly interlinked. Tell the builder how pages should connect.
- Test Core Web Vitals and fix the biggest delays first (usually render-blocking scripts or large images).
When GHL or WordPress still makes sense
If the site is a campaign landing page, a short-term funnel, or something driven by paid traffic, using builders like GHL is fine. They are fast to build and integrated with marketing tools.
WordPress is still useful when you need a complex CMS or many plugin-driven features. But be ready for maintenance and updates. If you can, keep the public-facing, SEO-important pages in a lightweight layer and use WordPress only where it truly helps content management.
How to think about platform choice
Match the platform to the goal. Ask these simple questions:
- Is this site meant to earn organic traffic long term? If yes, prefer HTML-first builds.
- Is the site mostly for paid traffic or short campaigns? If yes, a builder that speeds deployment is OK.
- Do we need heavy CMS features or many integrations? If yes, WordPress can make sense but plan for maintenance.
Quick checklist before you launch
- Page speed is under control (test with page speed tools).
- Mobile view looks clean and loads fast.
- Schema is present for key local and business info.
- Interlinking is clear so search engines can crawl the site easily.
- Hosting uses a CDN or static host for fast delivery.
FAQ
Is GHL okay for landing pages and paid campaigns?
Yes. GHL is fine for landing pages and paid funnels. It is quick to set up and integrates well with marketing tools. For long-term organic ranking, it creates extra friction.
Can we still rank sites built on GHL?
You can still rank, but it takes more work. The main problem is bloated code and slower performance. If you must use GHL, focus heavily on speed and quality content, but expect a harder road.
Does GHL affect Google Maps ranking?
Maps seem mostly unaffected. The drops we saw were in organic search, not maps. Keep your GBP signals and citations separate from the website platform choice.
What do you recommend instead of WordPress?
Use static or HTML-first builders like Bolt.new and host on a CDN. These produce cleaner pages that load fast and index predictably. If you need a CMS, consider a headless setup where the public site is static and the CMS is used for content editing only.
How important is interlinking with these new builders?
Very important. Tell the builder how pages should connect. Good internal links help crawlers find content and help users navigate. With static sites, we control links directly, which is a plus.
Final note
We want fewer barriers between good content and search engines. That means lighter pages, faster hosting, and less platform noise. Use GHL for short-term funnels and paid campaigns. For long-term organic goals, pick a build method that produces fast, clean HTML and keeps the focus on content and user experience.