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If you care about SEO, should you use Wix, WordPress, or something else?
You can see that WordPress beats Wix when it comes to the average number of top 10 keyword rankings and the traffic these keywords account for.
So it seems that Wix gets a bad rap due to the limitations that arise when trying to customize anything advanced or technical.
There’s just no way to say whether one platform is better than the other based solely on the results of our study.
For each of the 6.4 million domains in our dataset, we pulled four key Ahrefs SEO metrics:
We also summed up the amount of organic traffic each site gets from those keywords.
Having said that, we did learn a few things in this study:
That’s why, in 2017, they launched a contest challenging the world to outrank them for “SEO hero.” The prize? A cool $50,000.
Looking at the data for this “bucket” a little deeper, you’ll see that Wix Websites have a higher Domain Rating, but a lower number of dofollow referring domains.
So, our data seems to indicate with some certainty that WordPress websites typically have a marginally higher number of top 10 rankings than Wix sites.
Here’s the Google Pagespeed Insights score for one Wix site I found:
But this data alone doesn’t prove that one platform is superior to the other.
Some key observations:
#1. We leveled the sample sizes across the board.
46.1% of WordPress websites got at least some monthly search traffic, compared with only 1.4% of Wix sites.
So we also decided to grab the median for each of these metrics.
But, when it comes to the organic traffic from those keywords, Wix comes out on top.
But if you take a look at their organic keywords report, you’ll immediately see that the majority of their traffic comes from branded queries as opposed to generic keywords like “seafood restaurant.”
Previously, we studied almost one billion web pages and found a clear correlation between the number of backlinks from unique websites and organic search traffic:
But before doing that, we felt that we needed to level the playing field by eliminating as much bias as possible from our samples and pulling some extra data.
Unfortunately, the data is somewhat inconclusive.
So why does Wix get a bad rap?
Because doing this manually for 6.4 million domains would have taken forever, we pulled our sample using BuiltWith’s API.
Still, one small annoyance is that the blog URL structure tends to utilize the /post/ prefix.
That isn’t so much of an SEO issue per se; it’s just annoying.
For each site in our sample, we pulled the number of keywords that they rank for in Google’s top 10 search results.
The truth is, there’s no definitive answer to that question.
Case in point: backlinks.
But here’s the thing: looking at the average in isolation can sometimes lead to misleading interpretations of a dataset.
Here are the results for all domains with >0 organic visits:
But in our opinion (and it is an opinion) clean code may also help Google better understand the structure and content of a page.
Possibly not as Google images supports WebP. But we’d still rather they didn’t mess around with our optimized file names.
Page builders are helpful.
SEO Titles and Meta Descriptions.
We’re going to cover in detail how Wix handles control of the SEO fundamentals.
The not so good news? Wix changes the file name of the original image you uploaded (in this case a PNG file) to a hot mess of letters and numbers.
And we’d run an SEO audit — using Seobility of course — to make sure we hadn’t missed anything.
Wix’s code is messy. And it doesn’t really have to be. We hope that’s something they’ll address in the near future.
When designing your site, there’s a good chance you’ll be focusing on how it looks on desktop.
Control in Wix : yes.
In the image below you can see the PNG file name generated by Wix (first red box) and the WebP file name (second red box).
You’ll find the Wix SEO wizard under Marketing & SEO > Get Found on Google.
And overall, Wix has come a long way in the past few years. It’s no longer the complete SEO bin fire that it has long been considered.
But these days, the platform gives you full control over the URLs (or slugs/permalinks) for each page on your site.
In defence of Wix (kind of)
It’s a useful fallback. But we recommend crafting an SEO optimized title and description for each page on your site.
Wix handles the first two elements well.
As local businesses make up a large part of Wix’s user base, that’s a HUGE announcement.
…and we were done.
So if you’re reading this and your mind is screaming “that’s easy to fix!” then don’t be shy. Leave a comment or drop us an email and we’d be glad to add your insight.