wix seo vs wordpress an ahrefs study of 64m domain with timestamps YoutubeScribe.com

[0:00] There's a lot of hate floating around the
SEO community regarding Wix SEO.
[0:03] Some people wonder if it's even possible to
generate search traffic using the Wix platform.
[0:09] Now, Wix obviously thinks you can.
[0:10] In fact, they launched a contest in 2017 challenging
the world to outrank them for the keyword, "SEO hero."
[0:17] Winner takes home $50,000.
[0:19] Long story short...Wix lost and doubts of using 
Wix for SEO continued.
[0:23] But does anyone really have proof that Wix websites can't generate
[0:27] just as much search traffic as the next platform?
[0:30] Well, we compared SEO metrics from 3.2 million Wix websites
[0:34] against the same number of WordPress domains.
[0:37] And in this video, I'm going to show you the results 
of our data
[0:40] and a few reasons why some SEOs aren't fans of Wix
[0:43] when it comes to search engine optimization.
[0:45] Stay tuned.
[0:46] [music]
[0:50] What's up SEOs?
[0:51] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic,
[0:55] research your competitors and dominate your niche.
[0:57] Now, the goal today isn't to prove that one
CMS is better than the other.
[1:02] I just want to bring some clarity through
real data and let you decide for yourself.
[1:06] So with that said, let's dig into the data.
[1:08] To give you a quick background, we got our
list of sample websites with the help of BuiltWith.com,
[1:13] which is a service that shows you the different
technologies websites are using.
[1:17] Using their API, we grabbed around 3.2 million
domains from Wix
[1:21] and roughly the same amount of websites using WordPress.
[1:24] And with the help of our data scientist, we
used Ahrefs' search traffic and backlinks
[1:28] data to draw our comparisons.
[1:31] It's also important to note that we excluded
subdomains from our sample sites
[1:35] because other technologies or custom set ups 
could have been done there.
[1:38] So the first thing we wanted to do was to get
raw traffic stats.
[1:42] So we created two buckets for each platform
to better visualize the distribution of websites
[1:47] that get search traffic.
[1:49] The first bucket were domains that get at
least some level of search traffic,
[1:53] and the second were domains that get more than 100
search visits per month.
[1:58] And here are the results.
[1:59] We found that around 46.1% of WordPress websites
got at least some monthly search traffic,
[2:05] compared with only 1.39% of Wix sites.
[2:10] Now, for our second bucket, 8.26% of the WordPress
sample gets more than 100 monthly search visits
[2:17] whereas our Wix sample, was down to 0.06%.
[2:21] Now, it's pretty clear that on average, our
sample list of WordPress sites
[2:25] get significantly more organic traffic than 
our list of Wix sites.
[2:30] But it's too soon to make any conclusions.
[2:32] There are numerous factors that influence 
organic traffic.
[2:36] One of the main factors being backlinks, which
in my opinion speaks louder to the people
[2:40] behind the websites as opposed to the platform itself.
[2:44] So we analyzed the average Domain Rating,
average number of "dofollow" referring domains,
[2:50] and average monthly search traffic for each platform.
[2:53] And if you're unfamiliar with these terms,
Domain Rating is an Ahrefs metric which represents
[2:58] the overall strength of a website's backlink
profile, and "dofollow" referring domains
[3:02] are simply value passing links from unique websites.
[3:06] As a whole, you'll see that the mean, or average DR 
for our WordPress sites
[3:10] was nearly 3 times higher than Wix sites.
[3:13] The number of "dofollow" referring domains was
more than 22X higher for WordPress sites.
[3:18] And for search traffic, you'll see that on
average our list of WordPress sites gets around
[3:23] 49X the search traffic as our Wix sample.
[3:27] Now, the thing with averages is that they aren't 
always the best measure to identify correlation.
[3:32] So we also grabbed the median for each of 
these statistics.
[3:35] And as you can see, the differences are way
off compared to the mean.
[3:40] So what does this all mean?
[3:42] Here's what our data scientist had to say:
[3:44] "When measuring central tendency of data, it's
best to calculate both mean and median
[3:49] and compare the two values.
[3:50] Generally speaking, if both values are not too 
different from each other, we use the mean.
[3:55] But a considerable difference between them
indicates that the data is skewed.
[4:00] When the data is skewed, large values have
an enormous impact,
[4:04] making the mean larger than the actual distribution that the data suggests.
[4:08] In this case, the median is a more appropriate
idea of the data distribution."
[4:13] To paint a super clear picture, let's say we had 10 websites and 9 of them had 0 monthly search visits.
[4:18] And the one outlier had 1000 monthly search visits.
[4:22] The mean, or the average, would be 100 search
visits per month.
[4:25] Now, if we were to take the median of these
same websites, then we'd have a value of 0,
[4:30] which would be a better representation of
search traffic in this sample.
[4:34] Looking at our data set again, you'll see that 
since the mean and median are so far off,
[4:39] the median would be a better representation,
making correlation insignificant.
[4:43] Now, we wanted to look deeper into our two
buckets, which again, were websites that get
[4:47] some kind of search traffic, and those that
get over 100 monthly search visits.
[4:52] But this time, we added 3 extra layers to our analysis.
[4:55] #1. We leveled the sample sizes across the board.
[4:59] So for each bucket, we randomly selected the
same number of WordPress domains as Wix domains
[5:04] to ensure an apples-to-apples comparison.
[5:07] After all, there's no point comparing a whole
army to just a few soldiers.
[5:11] #2. For each of our buckets, we looked into the
number of keywords the websites ranked for
[5:16] in Google's top 10 search results.
[5:19] We also summed up the traffic that these keywords
accounted for.
[5:22] And #3. We removed keywords that were exact
matches to the domain.
[5:26] This would exclude traffic the domain gets
from keywords referring to its own brand.
[5:31] Here are the results for bucket #1.
[5:32] You'll see that WordPress is higher than Wix
sites for both the number of top 10 keyword
[5:36] rankings as well as the traffic these keywords 
account for.
[5:40] But again, our data is insignificant as the
mean and medians are still quite a bit off.
[5:45] Now, looking at the second bucket of websites
that get over 100 monthly search visits
[5:49] is where things get interesting.
[5:51] Both the mean and median aren't too far apart,
and they show the same trend.
[5:56] WordPress websites had a slightly higher number
of top 10 organic keyword rankings,
[6:00] but Wix sites got more organic traffic from their keywords.
[6:04] Looking at this bucket a little deeper, you'll
see that Wix websites had a higher Domain Rating,
[6:08] but a lower number of "dofollow" referring domains.
[6:12] So what this might be telling us is that our
sample of Wix sites are getting more search traffic
[6:17] based on non-link related factors.
[6:19] The first one that comes to mind for me are 
branded queries.
[6:22] For example, Long John Silver's, a popular
restaurant chain, is a website that uses Wix.
[6:28] And according to Ahrefs' Site Explorer, you'll see that they get around 139,000 search visits per month.
[6:34] Now, looking at their Organic keywords report, 
you'll immediately see that the majority of their traffic
[6:40] is actually the result of a strong brand name
[6:43] as opposed to more generic keywords, like ranking 
for "seafood restaurant."
[6:47] Now, there are no clear-cut conclusions where we 
can say that one platform is better than the next
[6:51] based on organic search traffic figures alone.
[6:54] But there are a couple of clear things that
we've seen based on our data.
[6:58] First, it seems as though more "SEO" might
have been done on WordPress sites than Wix.
[7:03] And we're able to see this based on the huge
differences in organic search traffic as a whole,
[7:07] as well as the number of referring domains 
pointing at these websites.
[7:11] The second thing is that there doesn't appear
to be a relationship between the platform used
[7:16] and being able to rank in Google's top
10 search results.
[7:19] On average, WordPress sites got more search
traffic than Wix as a whole
[7:23] and for our first bucket of domains that got some kind 
of search traffic.
[7:27] But Wix had more search traffic on domains
that get more than 100 monthly search visits.
[7:32] So unfortunately, there are no clear-cut conclusions.
[7:36] But there are certain things you should know as an SEO practitioner
[7:39] or website owner about Wix vs. other platforms.
[7:43] First, when it comes down to the absolute basics of 
on-page SEO like titles, meta descriptions, and URLs,
[7:49] Wix is for the most part OK with pages.
[7:52] But there are certain things in Wix that can't 
be customized,
[7:56] which can be more annoying than anything else.
[7:58] For example, from my observation, the blog
structure seems to take on the URL structure
[8:03] of domain.com/post/slug, which I'm personally 
not a fan of.
[8:09] Also, when it comes down to anything custom,
advanced, or technical,
[8:13] you're going to run into additional limitations.
[8:16] In fact, Wix says: "We are unable to provide
support for external HTML codes
[8:21] that are added to Wix sites as the codes have not been tested by Wix."
[8:25] One example is if you plan to do multilingual SEO.
[8:28] Wix doesn't support the hreflang tag at the
time of making this video.
[8:32] A moderator said on their forum: "There is still no 
way to access code directly, even with WixCode.
[8:38] As far as I know - due to security reasons.
[8:40] So, if this tag is not in the SEO settings for 
the site - then it's impossible to add it."
[8:45] Another technical limitation related to SEO
is the inability to modify your robots.txt file,
[8:51] which is quite important in my opinion for larger sites.
[8:55] Finally is a big one in the technical SEO
space and that's regarding JavaScript.
[9:00] Barry Adams said in this Twitter thread: "Wix relies on client-side JS to show content & links in most cases.
[9:07] No JS equals no indexable content & no crawlable links.
[9:11] Which, as you know, is terrible for SEO on
multiple levels."
[9:16] So here's my two cents on using Wix for SEO.
[9:18] It all comes down to what you value.
[9:20] Based on our data, if all you need are the
absolute basics for on-page SEO,
[9:25] then rest assured that our data supports that Wix sites
don't necessarily have a hard time ranking in Google.
[9:31] Wix is great for simply getting a basic website up fast
[9:34] and for regular maintenance like changing
text on your site,
[9:38] even if you don't have a technical bone in your body.
[9:40] But if you plan on using SEO as a long-term strategy, 
or you're hiring an agency to do SEO for you,
[9:46] it may be advantageous to look into other platforms 
for scalability and customization.
[9:52] Now, I'd love to hear from you.
[9:53] What have your experiences been like using
Wix for yours and your clients' websites?
[9:58] Let me know in the comments and if you enjoyed
this video, then make sure to like, share
[10:02] and subscribe for actionable SEO and 
marketing tutorials.
[10:06] So until the next tutorial or data study,
[10:09] keep grinding away, and I'll see you in the next video.

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