Wix SEO vs WordPress SEO – which is better

Choosing the right platform for your website can significantly impact its visibility in search engine results. With over 90% of online experiences starting with a search engine, ensuring your site is optimized for SEO is more important than ever.

Update
December 29, 2024

Two of the most popular platforms for building websites are Wix and WordPress. While both platforms enable users to create functional and visually appealing websites, they cater to different user needs, especially when it comes to SEO. In this article, we’ll dive deep into the SEO capabilities of Wix and WordPress, examining their strengths, weaknesses, and which platform might be the best fit for your business goals.

Platform overview

Wix:

Wix is an all-in-one website builder designed for simplicity and ease of use. With drag-and-drop functionality and pre-built templates, Wix is perfect for individuals or small businesses without coding experience. Hosting, design tools, and even some basic SEO settings come built-in, making Wix a one-stop shop for quick website creation. However, its simplicity also comes with limitations, particularly for users seeking advanced SEO features or complete control over their site’s backend.

WordPress.org:

WordPress.org is an open-source Content Management System (CMS) that powers over 40% of websites on the internet. Unlike Wix, WordPress requires users to purchase their own hosting and domain. This added complexity comes with unmatched flexibility, allowing users to customize every aspect of their site. From responsive design and extensive plugin options to advanced SEO tools, WordPress is the go-to platform for those looking to create a site tailored to their exact needs.

Key differentiator:

While Wix simplifies the web design process by providing an all-in-one solution, WordPress empowers users with a modular approach. With WordPress, you can select hosting, themes, and plugins that fit your specific goals. This makes WordPress ideal for scaling businesses that need more robust features over time.

SEO features comparison

Ease of Use:

Wix: One of Wix’s standout features is its built-in SEO Wiz, a step-by-step guide that helps beginners optimize their sites for search engines. It covers basics like adding meta tags, creating alt text for images, and generating an XML sitemap. For someone new to SEO, Wix offers a seamless introduction without overwhelming technicalities. However, advanced SEO configurations are limited, which may hinder long-term scalability.
WordPress: While WordPress doesn’t come with built-in SEO tools, it offers unparalleled flexibility through plugins like Yoast SEO, Rank Math, and All in One SEO Pack. These plugins allow for in-depth optimization, including schema markup, advanced meta descriptions, and focus keyword analysis. However, to make the most of these tools, users need a foundational understanding of SEO practices.

Customization:

Wix: Customization is Wix’s biggest limitation for SEO. While it lets you handle basic settings, such as title tags and descriptions, it doesn’t allow access to your website’s backend code. This lack of control can hinder advanced strategies, like adding custom schema markup or integrating third-party SEO scripts.
WordPress: WordPress provides complete access to your site’s backend, allowing advanced users to customize their SEO strategy. You can implement personalized tracking codes, fine-tune your URL structure, or even use developer-friendly tools to manage technical SEO challenges like crawl budgets or index bloat.

Mobile optimization:

Wix: Every Wix template is mobile-friendly, but the level of customization is minimal. You can tweak fonts or rearrange elements for mobile screens, but you don’t have full control over how content adapts. This can be frustrating for businesses targeting mobile-first audiences, where performance and design play a critical role in user retention.
WordPress: With WordPress, mobile optimization is as versatile as the theme you choose. Many premium themes are fully responsive and designed with mobile-first principles. Additionally, plugins like AMP for WP can create accelerated mobile pages, ensuring lightning-fast load times on mobile devices.

URL Structure:

Wix: Wix URLs are generated automatically based on your page titles, and while you can make minor edits, the platform doesn’t support complete URL customization. For example, blog post URLs might include unnecessary parameters, which can dilute SEO efforts.
WordPress: WordPress offers full control over URL structures, allowing you to create clean, keyword-rich URLs that are both user- and search-engine-friendly. This capability gives you an edge when targeting highly competitive keywords and local search terms.

Performance and speed

Wix performance and speed

Wix takes care of hosting and performance optimization for its users, which simplifies setup but limits customization. While Wix sites generally load quickly, the platform’s pre-defined architecture may slow down sites with heavy content or advanced functionalities. Additionally, third-party tools for optimizing speed are not supported, leaving users reliant on Wix’s built-in performance measures. For small businesses with simpler websites, this approach can be sufficient, but scalability might become an issue as traffic grows.

WordPress performance and speed

Performance on WordPress varies depending on the hosting provider, theme, and plugins you choose. With the right setup, WordPress can achieve significantly faster loading times than Wix. Features like caching plugins (WP Rocket or W3 Total Cache) and Content Delivery Networks (CDNs) allow users to optimize speed for both local and global audiences. Additionally, lightweight themes like GeneratePress or Astra are designed to minimize loading times. WordPress empowers users to tweak performance elements such as image compression, lazy loading, and database optimization for unmatched speed and reliability.

Real-world impacts of performance and speed on SEO

Search engines prioritize faster websites because they improve user experience. Pages that take longer than three seconds to load often lose up to 40% of visitors, and slow-loading mobile pages are even more penalized.

Wix limitations:

While Wix offers a straightforward experience, the inability to integrate advanced tools can hinder businesses targeting fast-growing traffic. For example, eCommerce businesses or blogs with numerous posts may notice slower performance as the site expands.

WordPress advantages:

On WordPress, scalability is a major strength. You can start with a modest shared hosting plan and upgrade to dedicated servers or cloud hosting as traffic increases. By enabling features like image optimization via plugins like Smush and database cleaning with tools like WP-Optimize, WordPress ensures your site remains responsive even during traffic spikes.

Security: safeguarding your website and users

Wix security:

Wix is known for its “hands-off” approach to security. The platform automatically provides SSL certificates for all websites, encrypting data between the site and its users. Regular updates, malware scanning, and DDoS protection are handled entirely by Wix, requiring no additional effort from users. This makes Wix an excellent choice for small business owners who want reliable security without technical involvement. However, the trade-off is limited customization—you cannot enhance or modify Wix’s built-in security features, which may be a concern for businesses with specific or advanced security requirements.

WordPress security:

WordPress, being an open-source platform, places security largely in the hands of the user. While this flexibility allows for tailored security measures, it also introduces the risk of vulnerabilities if updates or best practices are neglected. WordPress security often relies on plugins like Wordfence, Sucuri, or iThemes Security, which offer features such as firewalls, malware scanning, and brute force attack prevention. Users must regularly update the WordPress core, themes, and plugins to minimize the risk of attacks. For optimal security, many choose managed WordPress hosting providers like Kinsta or WP Engine, which offer robust security features out of the box.

Practical Tips for Strengthening Security

For Wix:

Enable two-factor authentication (2FA) for account logins to add an extra layer of security.
Regularly review your site’s activity logs via the Wix dashboard to monitor any unusual behavior.
Use strong, unique passwords for your Wix account to prevent unauthorized access.

For WordPress:

Install a security plugin like Wordfence or Sucuri to monitor and block malicious activities.
Use strong user credentials—avoid common usernames like “admin” and ensure all passwords are complex.
Regularly back up your site using plugins like UpdraftPlus or through your hosting provider.
Limit login attempts to prevent brute force attacks. Plugins like Login LockDown can help enforce this.
Change the default login URL from wp-admin to a custom URL for added security.
Disable unused plugins and themes—even inactive ones can pose risks.

More about WordPress security read here.

Key takeaways on security

For smaller, less complex websites, Wix’s all-in-one security solution can be a hassle-free choice. However, if your site handles sensitive customer information or is part of a larger, scalable operation, WordPress offers the tools and flexibility to maintain enterprise-grade security.

Why WordPress is ideal for growing businesses

For small business owners with ambitions to grow, WordPress offers a level of flexibility and control unmatched by all-in-one platforms like Wix. Here’s why:

1. Ownership of hosting and domain

When using WordPress, you purchase your own domain and hosting, making you the full owner of these essential assets. Unlike platforms like Wix, where everything is managed within their ecosystem, WordPress gives you the freedom to:

Switch hosting providers if you find a better deal or need enhanced performance.
Scale your hosting plan as your traffic increases without being tied to fixed tiers.
Retain control over your domain, ensuring long-term independence.

This ownership is crucial for businesses planning to expand, as it allows them to optimize their online presence based on evolving needs without restrictions imposed by a platform.

2. Scalability for business growth

WordPress can grow with your business, whether you’re adding a few new pages or launching an entirely new service. It’s easy to:

Upgrade to more powerful hosting as your traffic grows.
Add functionality through thousands of plugins, such as appointment booking, e-commerce, or advanced analytics.
Expand your website to include a blog, customer portal, or even a full-fledged online store without switching platforms.

For example, a small landscaping business might start with a simple site showcasing services. As the business grows, they can integrate an online scheduling tool, a blog for gardening tips, and even an e-commerce section for selling plants or tools—all without needing to migrate to a new platform.

3. Custom design and functionality

WordPress allows for complete customization of both design and functionality. Unlike Wix, which has limitations on template adjustments and backend access, WordPress lets you:

Build a fully custom site that reflects your brand identity.
Incorporate advanced SEO strategies by customizing metadata, URL structures, and schema markup.
Use specialized plugins to create unique features that fit your business needs.

4. Data and content ownership

On WordPress, you own all your content and data, ensuring you’re not locked into a platform. This is particularly important for businesses considering long-term growth, as it ensures: You can back up and move your site to a new host without losing data. You maintain full control over user data, an essential aspect of privacy and compliance.

5. Adaptability to market changes

As your business evolves, so can your website. Whether you’re expanding to new locations, adding new services, or adapting to market trends, WordPress provides the tools and flexibility to support:

Multi-site capabilities for businesses operating in multiple regions.
Easy integration with third-party tools like CRM systems, payment gateways, or email marketing platforms.
Advanced reporting and analytics for making data-driven decisions.

6. Cost-Effectiveness

While WordPress does require an upfront investment in hosting and domain registration, it offers long-term cost advantages:

You only pay for what you need, allowing for tailored budgeting.
Free and premium plugins and themes mean you can add features without expensive custom development.
No platform-imposed transaction fees for e-commerce sites, unlike some all-in-one solutions.

Key takeaway for growing businesses

For small business owners planning expansion, WordPress offers unparalleled independence, scalability, and flexibility to support long-term goals. By owning your hosting and domain, you’re not confined to a single platform, granting the freedom to adapt and grow as your business evolves. This autonomy ensures that your website can seamlessly scale and incorporate new features, aligning with your business’s trajectory.

Notably, WordPress’s dominance in the content management system (CMS) market underscores its reliability and widespread adoption. As of December 2024, WordPress powers 43.6% of all websites globally, commanding a 62.0% share of the CMS market. In contrast, Wix accounts for 3.2% of all websites, holding a 4.6% CMS market share.

W3Techs

This substantial market share reflects WordPress’s robust ecosystem, extensive customization options, and strong community support, making it a preferred choice for businesses aiming for sustainable growth.

In conclusion, choosing WordPress means investing in a platform that not only meets your current needs but also provides a solid foundation for future expansion. With its vast array of plugins, themes, and customization capabilities, WordPress empowers you to build a website that evolves alongside your business, ensuring long-term success and adaptability in a dynamic digital landscape.

By opting for WordPress, you’re not just creating a website—you’re establishing a scalable, flexible, and independent platform that can grow with your business, providing the tools and resources necessary to achieve your long-term objectives.

Note: The market share percentages are based on data available as of December 2024 and may vary with new statistics.

Choosing the right platform for your business’s seo needs

When it comes to SEO, the choice between Wix and WordPress ultimately depends on your business’s needs, resources, and technical comfort. Wix is a great option for small business owners who value simplicity and want built-in SEO tools without much technical effort. However, for those looking to maximize customization, scalability, and long-term SEO performance, WordPress provides the flexibility and control needed to build a strong online presence as your business grows.

Since you’re already here on our blog, you likely know that Strumark LLC specializes in creating custom WordPress websites. However, if you prefer using Wix for your website, I recommend finding an agency specializing in Wix development on the DesignRush platform. It’s a great resource to connect with professionals who align with your specific needs.

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*Please note: Due to high demand, we may not be able to accommodate all requests. If needed, selections will be made based on our internal criteria.

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Ljubo Struharik, Founder & CEO of Strumark

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