What makes Wix SEO so effective? Wix Content Strategy: A Case Study
Have you ever wondered why some websites seem to be everywhere on the search results, ranking for a multitude of keywords while others struggle to get noticed?
Although you may not be planning to use Wix for your website, the techniques used by their team and the results they achieve offer valuable lessons.
In this post, we will uncover the insights behind Wix's keyword dominance, reveal how content silos, special techniques, and domain expertise play a crucial role, and present data-backed analysis that can guide your own SEO efforts.
Why Is Wix Dominating Search Results?
Our research reveals that a successful SEO strategy is not just about sprinkling keywords throughout your content. It involves precise targeting, careful keyword analysis, and well-organized content silo systems.
The Wix team has mastered these techniques, and their strategy has resulted in impressive search visibility for a wide range of keywords.
Data Analysis
The foundation of Wix's success lies in its content organization and data-backed decision-making. Below are some key observations.
Content Categories
Wix organizes content into distinct categories or silos. For instance, one category (marketplace) includes nearly 50,000 pages, while another category, focused on SEO, has 767 pages.
Regional Focus
The Wix SEO category has a strong domestic emphasis, with 548 pages based in the United States. This concentrated effort has helped Wix dominate local searches and maintain high rankings in competitive niches.
The table below displays page counts for the three top page categories - Marketplace, Website Template, and Website, sorted by the aggregate total for countries with most pages.
User Engagement
High engagement in categories like the blog and marketplace indicates that Wix not only produces a large volume of content but also ensures that it is relevant and well-structured for user navigation.
One of the top articles in the Blog category – Top 24 Online Business Ideas To Start recorded over 7,000 shares. This high share count is a clear indicator of strong audience interest and relevance.
Top performing articles
Based on our overview, here are the most popular Wix pillar articles.
Top 24 Online Business Ideas To Start
7 Ways Small Businesses Are Using AI for Sales
How To Make a Website to Sell Online in 10 Easy Steps
35 Things to Make and Sell: DIYs That Make Money
Crafting a Compelling Headline
Successful headlines tend to share a few key characteristics that make them effective at engaging readers. To illustrate, let’s explore a few examples from the Wix blog, focusing on how they craft titles to attract attention and encourage clicks.
01. Top 24 Online Business Ideas To Start (link)
The use of “Top 24” provides a clear, easily digestible quantity for the reader. This metric is appealing because it taps into the reader's desire for a comprehensive list, an effective way to convey value right away.
Additionally, "Online Business Ideas" taps into a broad and highly searched interest, and "To Start" reflects a clear call to action (CTA), invoking a sense of urgency or readiness to embark on something.
02. 7 Ways Small Businesses Are Using AI for Sales (link)
This headline uses numbers "7 Ways" to organize the content clearly, indicating that the reader will get a step-by-step, manageable format. Furthermore, the connection of AI with "Small Businesses" appeals to an audience interested in modernizing and growing with relevant technology.
03. How To Make a Website to Sell Online in 10 Easy Steps (link)
A great example of synthesizing a problem-solving approach with appealing clarity is "How To Make a Website to Sell Online in 10 Easy Steps" (3,780 shares). The structure here ensures that readers know exactly what they’re getting a "step-by-step guide" and the use of "in 10 Easy Steps" suggests a comprehensible, manageable progression for those who are anxious about setting up an online business.
05: 35 Things to Make and Sell: DIYs That Make Money (link)
This title stands out due to its direct and active language. The use of "35 Things" reassures the audience that they will find numerous ideas to explore, while "DIYs That Make Money" is a powerful motivator, reassuring the reader that they can turn creativity into income, and satisfies a demand for practical, self-sustaining business ideas.
Overall, the most successful headlines in this list either leverage specific numbers, pose compelling questions, or frame a clear path toward a desired outcome. They appeal to a sense of curiosity and the promise of practical, beneficial knowledge.
SEO Content Silos
One of the secret weapons behind Wix SEO is the effective use of content silos. Content silos are clusters of related content that are grouped together based on a common theme. This method not only helps in organizing information but also reinforces the website's authority on specific topics.
Topical Relevance
By grouping similar topics together, search engines can clearly identify the website's areas of expertise. For example, a dedicated SEO silo makes it obvious that the website is a trusted resource for search optimization advice.
Internal Linking
Internal links within silos create a strong network of related content. This aids search engines in understanding the content structure and improves user navigation.
The pillar structure below represents an SEO content strategy framework, used by top-trending Wix articles to drive traffic to other articles.
Central Topic: "Online Business Ideas" - serves as the pillar page, meaning the core topic that connects various subtopics (clusters). It is a broad topic that covers different aspects of online business, attracting a large audience.
The surrounding subtopics are interlinked with the central topic, creating content hub. These supporting articles provide answers to specific questions about online business.
This pillar-cluster helps improve internal linking, ensuring users stay engaged on the website. Search engines see the pillar page as an authority, ranking it higher for broad queries.
Let's take a look at the core article now, how it is structured to act as a pillar.
Top 24 online business ideas to start (link)
This article acts as a pillar page, covering a broad subject "online business ideas" by listing 24 distinct ideas. Each idea is a subtopic under the main umbrella, which reinforces the overall theme.
By numbering and titling each section (e.g., "01. Blogger," "02. Web designer"), the article breaks down the broader topic into manageable, thematically grouped chunks. This not only makes it easier for readers to navigate but also signals to search engines the structured hierarchy of content.
Internal linking and cross-referencing
Throughout the article, there are Learn more prompts and tips that likely link to more detailed posts or related articles. These internal links help create a network of related content, ensuring that users (and search engines) can explore each niche in greater depth.
Thematic consistency and depth
Every section stays focused on a particular type of online business, ensuring that the content remains tightly grouped around the core subject. This kind of thematic consistency is essential for a content silo strategy because it builds topical authority.
Domain expertise
Another critical factor in Wix's strategy is its emphasis on domain expertise. This means not only having a vast amount of content but ensuring that the content is authoritative and data-backed.
Curated content
Wix leverages industry research, case studies (more than 1000 articles), and statistical insights to create content that stands out. This approach builds trust with both users and search engines.
Moreover, Wix's content has improved over the years, gaining more social engagement annually. Below is a table showing the total number of top-trending articles across social media from 2017 to 2025, including a grand total.
Regular Updates
SEO is dynamic, and keeping content updated is essential. Wix's strategy involves continuously refreshing content to reflect new trends and data. Below is a table showing the updated articles per year, from 2017 through 2025, suggesting that 50% of top articles are updated each year.
What Makes Wix SEO So Effective?
Data does not lie. A closer look at the numbers reveals the smart choices behind Wix SEO strategy. Consider the following table summarizing the SEO category across various regions:
This table highlights a significant concentration of SEO-related content in the United States. With over 70% of the SEO pages based in the US, it is clear that Wix has honed in on its largest market. However, the presence of content in other regions also indicates a strategy that, while currently domestic-focused, has the potential to expand internationally.
Wix's diverse content silos, such as the blog and marketplace categories, contribute to a robust internal linking structure. For example, the blog category with over 6,200 pages supports a steady stream of fresh content that keeps users engaged and search engines satisfied. This balance between high-volume content and focused topical areas is key to Wix's search engine dominance.
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