Why Wix May Be Challenging for SEO: Limitations of the Platform’s Backend CMS and Its Interaction with Google’s Algorithm
Introduction
Wix, known for its user-friendly interface and drag-and-drop functionality, has become a popular choice for individuals and start up businesses looking to establish an online presence. However, it also comes with significant limitations, particularly concerning Search Engine Optimisation (SEO). We have been asked numerous times about how good is WIX for SEO and this article explores why Wix might not be the ideal platform for SEO-focused websites, especially from the perspective of backend CMS access and restrictions that can hamper SEO agencies. Additionally, it examines how these limitations interact with Google’s algorithms.
Understanding Wix’s Backend CMS
Restricted Access to Site Code
Wix operates on a closed-source framework, meaning users and SEO professionals have limited access to the site’s underlying code. This restriction poses a significant challenge because tweaking HTML and site structure is essential for advanced SEO strategies. For instance, SEO experts often need to modify a site’s backend to optimise elements like meta tags, header tags, and canonical URLs, which are crucial for improving search engine rankings.
Example: Consider a scenario where an SEO expert needs to implement structured data to enhance a website’s appearance in search results. On open-source platforms like WordPress, this can be directly edited in the HTML. However, Wix provides a more rigid backend structure, often requiring workarounds that may not be as effective.
Limited URL Customisation
SEO best practices suggest that clean, descriptive URLs (permalinks) are vital for improving site visibility & rankings. Wix has made strides in this area, but limitations remain, especially when it comes to deeper levels of customisation. Wix websites often generate URLs automatically, which can result in non-descriptive, cumbersome links that are not optimised for search engines.
Example: A blog post titled “10 SEO Strategies for Small Businesses” might ideally have a URL like `example.com/seo-strategies-for-small-businesses`. However, in Wix, the URL could end up as `example.com/blog/123456789-1234-1234-1234-123456789abc`, which communicates less to both users and search engines.
Slow Loading Speed
Page speed is a critical factor in SEO, as faster websites generally provide a better user experience and are favored by search engines like Google this is part of what is deemed Technical SEO which is a major ranking factor. Wix sites tend to load slower than those hosted on more customisable platforms due to their heavy reliance on JavaScript and less optimized image handling.
Example: A comparative study might show that a basic Wix page takes significantly longer to load than a similar page built with optimised WordPress themes and plugins, directly impacting SEO performance and user engagement.
Interactions with Google’s Algorithm
Mobile Optimisation
Google’s algorithms increasingly prioritise mobile-friendly websites. While Wix offers mobile-responsive themes, the lack of control over the mobile presentation can lead to suboptimal configurations, affecting the site’s mobile search rankings.
Content Hierarchy and Navigation
Google’s algorithms evaluate a website’s structure and navigation to determine its value and relevance to a search query. The rigid structure of Wix can make it challenging to create an intuitive, SEO-friendly site hierarchy. This structure can confuse search engine crawlers and create a poor user navigation experience, thereby affecting the site’s authority and rankings.
Continuous Updates and SEO Adaptability
Google frequently updates its algorithms, requiring websites to adapt quickly to maintain their rankings. Platforms like Wix may not update their SEO features and tools swiftly enough to keep pace with these changes, putting websites at a disadvantage compared to those hosted on more agile platforms.
Case Studies and Evidence
Several case studies highlight these issues. For instance, an SEO agency might report that clients moving from Wix to a more open CMS like WordPress see noticeable improvements in search rankings which would result in an improved number of enquiries due to better optimisation capabilities. Analytics data often shows higher engagement rates and lower bounce rates post-migration, directly correlating with enhanced SEO efforts.