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Author: James Clark Google Analytics is without doubt the most popular website analytics platform in the world. But why do so many website owners turn to Google Analytics to understand their audiences’ behavior? There are several compelling reasons. First, it’s free (or at least the free version is suitable for the vast majority of users). As you would expect, it plays nicely with Google’s other products, like Google Ads, Google Search Console, and the data warehouse tool, BigQuery. It’s also well established, with a large, knowledgeable community behind it and plenty of training available. Google even offers official certification. The current version of Google Analytics, Google Analytics 4, builds on these longstanding benefits by offering a number of features of its own. These include powerful custom reports called “explorations,” improved user engagement analysis, and the ability to combine mobile app and website usage data—all so that you can analyze how visitors are behaving on your properties and optimize to meet your business goals. Here’s everything you need to know to get started (and excel) with Google Analytics 4. Table of contents: Google Analytics 4 overview What you can learn from GA4 Setting up your Google Analytics 4 account and property Google Analytics 4 account structures Create a data stream How to tag your site Data may take time to appear Find your way around GA4 GA4’s standard reports Explorations Google Analytics 4 overview The current version of Google Analytics is Google Analytics 4 (GA4). The previous version, Universal Analytics (UA), was shut down in 2024. Now, all historic data has been deleted from UA and the interface is no longer accessible. GA4 is the only option when it comes to Google Analytics. Whenever you refer to online guides or documentation about Google Analytics, make sure they were written specifically for GA4. GA4 collects, stores, and reports on data in a different way to UA. The initial setup is quite different, too. Before we dive into how GA4 works, let’s look at why you would want to use it in the first place. What you can learn from GA4 As a website owner, it’s gratifying to see traffic on your site and fascinating to learn more about your users, both of which GA4 is invaluable for. But above all else, the platform is a tool for making business decisions. For example, you can use it to inform your marketing strategy. Perhaps you spend a lot of time focusing on social media; GA4 can tell you whether that is driving users to your site and whether those users are converting. You might find that some other activity is quietly generating more revenue. In the example above, we’ve discovered that average purchase revenue per user is hugely higher for email traffic than for any other channel. That’s definitely worth further investigation. If you run a blog or a news site, GA4 can help shape your content strategy. It will tell you which content is attracting not just the most users, but also the most engaged users (or to put it another way, the ones least likely to bounce). Knowing what works for your audience and what doesn’t can ultimately help you learn more about what they prefer. Once you have a grasp of GA4 and its capabilities, you can start to plan changes to your site that can help you achieve your business goals. And of course, GA4 will be on hand to measure how effective those changes are. This enables you to make incremental improvements to your site based on real data. Sounds good? Let’s get started. Setting up your Google Analytics 4 account and property To set up Google Analytics, you’ll need a free Google account. If you have a Gmail email address, then you already have a Google account. If not, you can sign up by following these instructions. Next, navigate to Google Analytics. If this is your first time using Google Analytics, you’ll encounter a “welcome” screen; click on the blue Start measuring button to go to the “account setup” page. If you already have access to at least one Google Analytics property, you’ll instead be taken to the “Home” for whichever property you viewed most recently. To get to account creation from here, click on Admin (the cog icon) at the bottom of the vertical, left-hand menu and then on Create > Account in the top left. What you need to know about Google Analytics 4 account structures We’re mentioning accounts and properties a lot, so it’s worth pausing to explain exactly how these two concepts work together in Google Analytics. In short, a property represents a website or app you’re tracking. An account is a way of organizing one or more properties. So for example, you could have an account containing a property for your business website and a property for your personal website. Or, because GA4 can be used on apps as well as websites, you might have a property for the iOS version of your app and another for the Android version. (If you use Google Marketing Platform, there’s a third level to this structure: Organization. You don’t have to associate your GA4 account with an organization, but doing so means you can manage your analytics users directly in Google Marketing Platform. This is most useful for organizations with multiple GA4 accounts and properties—and users, of course.) But at the simplest level, to use GA4, you’ll just need one account with one GA4 property in it. That’s what we’ll create now. When you create a new account in GA4, you’ll create a new property at the same time. The setup process walks you through both. Any settings you choose here, such as your reporting time zone and website currency, can be changed later on anyway. Two of the settings, Industry Category and Business Size, affect which other businesses you get compared against in GA4’s benchmarking feature. A third setting, Business Objectives, has even more of an impact: Google will personalize its recommendations for you, and to an extent configure your property, based on the choice you make here. Until recently, it even determined which reports you could see. The “Business Objectives” step in the GA4 property creation process By the end of the setup process, you'll have an account with a property in it—but no data yet. For that, you’ll need to set up a “data stream.” Create a data stream To start viewing information about how your users interact with your site, you'll first need to feed site data to Google Analytics via a data stream. Here’s how Google defines a data stream: “A data stream is a flow of data from a customer touchpoint (e.g., app, website) to Analytics. When you create a data stream, Analytics generates a snippet of code that you add to your app or site to collect that data. Data is collected from the time you add the code, and that data forms the basis of your reports.” When you first create a property, Google will helpfully guide you through the data stream setup process. If you navigate away, a big, blue notification on the GA4 homepage will prompt you to “Start collecting data for your website or app.” Here’s how the process works. 01. On the data streams page, choose your platform: Web, Android app, or iOS app. Although you can have more than one data stream feeding into the same property, a simple website setup will just have the one “Web” stream. Let’s click that now. The Google Analytics 4 data collection page offering a choice of “Web,” “Android app,” or “iOS app” 02. On the “Set up data stream” overlay, add your website URL and a stream name of your choice (you can use the URL again if you like, or just call it “Web stream”). 03. On the same overlay, choose whether you want enhanced measurement (it’s enabled by default). This is a GA4 feature that automatically tracks certain user interactions, such as scrolls and clicks on outbound links. Most of the time, you’ll want to leave it enabled. 04. Still under Enhanced Measurement, click the cog icon to access advanced settings for the Page Views event. Here you’ll find the option to track “page changes based on browser history events.” Without getting too technical, this option is to help Google Analytics 4 work with single-page applications (websites that don’t reload the page during the user’s journey). However, with some platforms, such as Wix, this option can cause duplicate pageviews. So Wix site owners will need to untick the box. 05. Click to Save your Enhanced Measurement settings, then click Create and continue. 06. Finally, on the web stream details page, the key piece of information is the Measurement ID. This will be a “G” followed by 10 letters and numbers, in the format G-XXXXXXXXXX. You’ll need this ID no matter which method you choose to tag your website with your analytics code. How to tag your site How you tag your site (that is, add the snippet of code that collects and sends data to Google Analytics) depends partly on the platform it’s built on. One popular option is to use Google Tag Manager, and you’ll find instructions for this on the web stream details page. Some platforms and website builders offer GA4 integration without needing to install a third-party plugin. Let’s take a look at how Wix handles it: Go to Settings > Marketing Integrations in your site’s dashboard. Click Connect under Google Tag. Click Add Google TagID. Paste your Google Analytics 4 Measurement ID in the pop-up. Note: Make sure that there are no extra spaces before the code. Select the IP Anonymization checkbox if you want to hide your site visitors’ IP addresses from Google. Click Save. Data may take time to appear Once you’ve set up GA4, the first places you will see data begin to appear are the realtime reports (Reports > Realtime Overview or Reports > Realtime Pages). Google warns that it may take some time for data collection to start, but more than likely, it will happen almost straight away. The realtime overview gives you a snapshot of users on your site over the past 5 and 30 minutes, including their locations, traffic sources, and “events.” Again without getting too technical, GA4 treats each user interaction on your site as an event—from session starts and pageviews, through to the enhanced measurement events we looked at earlier. If data is showing up in your realtime reports, you can be confident your setup is working. But it could still take up to 48 hours for data to appear in the standard reports. Find your way around GA4 Even if you've never used GA4 before, the layout of the homepage may seem familiar to you: it’s similar to the old Universal Analytics or other Google tools such as Google Ad Manager. You can access all the predefined reports using the menu on the left-hand side of the interface, swap between different accounts and properties using the dropdown menu in the top-left, and get to your admin settings via the link in the bottom-left. Directly above the Admin icon, you’ll find an option to access “Tasks.” This Task Assistant, which Google rolled out in April 2026, lists things you can do to get the most out of your GA4 property—anything from linking to Google Ads through to setting up automated alerts. Treat these as interesting suggestions rather than firm recommendations, as not all of them will be relevant or useful to your business. For example, if you don’t run ads, there’s no need to link GA4 to Google Ads. The “Get Started” section of GA4’s Task Assistant The universal search box along the top is another powerful feature. You can search for the name of a specific report, but you can also ask questions about your data, such as “How many new users yesterday?” The Google Analytics 4 universal search box showing results for “How many new users yesterday?" Hint: a good place to start is by searching for “Tour." The results to this query, such as Admin Settings Tour and Reports Library Tour, give you a quick visual tour of different parts of the interface. At the top of the universal search results, you’ll also see an option to “Ask analytics advisor.” This AI-powered chatbot can help you with broader or more subjective questions, such as “Is my traffic growing?” or “What is the best way to benchmark performance?” Analytics Advisor, GA4’s AI-powered chatbot Even with GA4’s powerful new AI capabilities, you’ll probably still find yourself turning to the standard reports regularly. Each report is made up of a number of “cards,” each card being an individual table or graph. You can customize these by clicking the “customize report” icon in the top-right (the one that looks like a pencil). And, of course you can designate a date range (the default setting shows the last 28 days). Finally, many of the cards have a small dropdown menu in the top-left that lets you change the primary dimension. For example, you may be able to change “users” to “new users.” This makes the reports much more flexible. A card on the User Attributes Overview report GA4’s standard reports GA4’s standard reports are organized into "topics," which are grouped into "report collections." These reports and collections can be reorganized as you like. This is powerful, but potentially confusing to new users, especially as the defaults have changed over time. For example, if you want to see how your users are moving through your purchase funnel, you need the "Purchase journey" report. You’ll probably find it under “Business objectives > Drive Sales." But if your property is a little older, you might see it under “Life cycle > Monetization” instead. To organize your reports, go to Reports > Library. Here you can “publish” collections (make them available in the Reports section), change which reports sit inside them, or even create your own brand new collections. As I write this, all new GA4 properties have access to the “Business objectives” collection. Here are the topics it contains and some of the questions the reports in those topics can help you to answer. Generate leads: Which channels do your users come from: organic, direct, paid search or something else? What pages are they landing on? Drive sales: What are your users purchasing? How much revenue are you generating? What does the purchase journey look like? Understand web and/or app traffic: Which pages are your users visiting? Which countries are they coming from? View user engagement and retention: How engaged are your users? What events are your users performing? (This includes enhanced measurement events if you enabled them earlier.) Explorations Another reason that GA4 doesn’t offer so many standard reports is that it encourages users to create custom reports called “explorations.” Many different exploration methods are available, like “free-form” (which, by default, presents your data as a table), through, funnel exploration, and segment overlap. Fortunately, GA4 includes a template gallery with pre-built examples to help you understand how each exploration method works. To build an exploration, start by selecting the relevant dimensions (categorical data such as country) and metrics (numerical data such as number of users), as well as adding segments, filters and so on. If you’ve used Data Studio (formerly Looker Studio, and before that, Data Studio), or created custom reports in Google Ad Manager, then this will be familiar to you; otherwise, it might be a bit of a learning curve. But it’s worth persevering, as explorations are what makes GA4 so powerful. Fortunately, there are plenty of online guides to creating useful explorations, whether you want to explore your site search data or understand how far users are scrolling down the page. Do your future self a favor and set up your GA4 property today One of the most important capabilities that Google Analytics offers is the ability to compare how your current efforts are performing against previous baselines. But, you need to begin tracking that historical data to be able to compare it later. The sooner you set up your GA4 property, the more historical data you’ll have to compare against, which can help you make better business decisions. Now if you really want to unlock the full value of your data, try linking GA4 with Google Search Console and use that powerful pair to understand your organic traffic. You can even use GA4 to automatically monitor your backlinks as part of an advanced SEO strategy. James Clark - Web Analyst James Clark is a web analyst from London, with a background in the publishing sector. When he isn't helping businesses with their analytics, he's usually writing how-to guides over on his website Technically Product. Twitter | Linkedin

Author: Dale Bertrand For the past three years, my agency Fire&Spark has been experimenting with AI, moving from basic chatbots like ChatGPT, toward AI assistants, and now AI agents that run more autonomously. What I've seen in that time has fundamentally changed how I think about marketing, website management, and where human effort is best spent. The shift from chatbots to agents is significant. With a chatbot, you ask a question and get a response. With an AI agent, you give it a goal—like write a marketing plan, refresh a page on your website, or research your competitors—and it figures out how to accomplish that goal, often working alongside other agents to get it done. Agents make decisions autonomously, take actions, use tools like web search, and can even interact with your data systems. For anyone who builds websites, has a brand, or runs an online store, this matters enormously. AI agents mean you can get marketing done faster, give customers better experiences, and lower your costs. Keep reading, or check out the webinar below, to see what that looks like in practice. Download Dale Bertrand's slides on How to Use AI Agents across your SEO stack and Crystal Carter's slides on tips for using Wix Harmony and Wix's AI Agents to grow your website traffic. How multi-agent systems work When you hear about AI agents, you might picture a single bot doing a single task. But the real power comes when you have multiple agents working together as a team, each one with a specific role, coordinating to produce an output that's better than any one of them could produce alone. Here's how a typical multi-agent system is structured. At the top, you have a supervisor agent. You give the supervisor a goal—say, write five LinkedIn posts for your brand. The supervisor doesn't do the work itself. Instead, it spins up a team of specialized agents and manages the process. First, it launches a research agent. That agent goes out and gathers relevant information: what topics are trending, what your audience cares about, what competitors are saying. Once the research is done, the supervisor hands it off to a copywriting agent, which uses that research to write the posts. Then a third agent, a QA agent, reviews the copy. If something's missing, if a fact isn't cited, if the tone is off, the QA agent sends it back to the copywriting agent with notes. The two go back and forth until the QA agent is satisfied. Only then does the supervisor agent call the job done. What makes this pattern so effective is the feedback loop between the copywriting and QA agents. It mirrors what a good human editorial process looks like—a writer drafts, an editor pushes back, the writer revises—except it happens automatically, at speed, without you having to manage any of it. How to use agents to optimize websites and workflows You can apply this same structure to almost any marketing task. The specific agents change, but the pattern stays the same: a supervisor coordinates a team of specialists, each doing what it does best, with a QA layer to catch mistakes before the output reaches you. Here are some ways to use agents to optimize your website for search. Use agents to proactively monitor your analytics Diagnose traffic drops with a swarm of agents Automate content refreshes, with a human still in the loop Monitor your target audience to write content they actually care about Scrape forums and Reddit Use agents for go-to-market (GTM) planning Think of yourself as a manager not a doer Use agents to proactively monitor your analytics Many of us have Google Analytics set up on our websites but never actually look at it. It's not always clear what the numbers mean, or what to do when you spot a problem. That's where AI agents can make a real difference. Imagine an agent connected to your GA4 data that runs every night. It proactively identifies pages that have lost traffic, surfaces opportunities to get more, and emails you only when it finds something significant. Not every small blip, but the big opportunities worth acting on. And when it does flag something, it gives you step-by-step instructions for how to fix it. This is a fundamentally different relationship with your analytics. The old way was to open GA4 when you had time, which was probably never. The new way is proactive: the agent monitors for you and brings the insights to you. Diagnose traffic drops with a swarm of agents When a page on your website loses traffic, there can be dozens of possible causes. Is it still published? Has it been de-indexed by Google? Is there a technical issue? A robots.txt problem? At my agency, we built a system to tackle this at scale. We wrote out roughly a hundred different reasons why a page might lose traffic, then built one AI agent for each reason. All hundred agents launch simultaneously, each one checking the data to test its specific hypothesis. Most come back with "not my issue,” but a handful will flag that their hypothesis might be the culprit. That narrows the problem down fast. This swarm model—deploying many agents in parallel, each with a narrow task—is one of the most powerful patterns in AI agent design. It turns a tedious diagnostic process into something that runs in the background while you focus elsewhere. Automate content refreshes, with a human still in the loop One of the most time-consuming parts of running a website is keeping content fresh. Pages that rank well need regular updates, but researching, briefing, and rewriting takes hours. We built an automated workflow to handle most of it. It works like this: agents first prioritize which pages to refresh, focusing on pages that are already performing well since they have the most to gain. Then agents do the research, write a refresh brief, and hand it to a human for review and approval. Once approved, agents write the updated copy, and a human reviews and publishes. When we implemented this, it cut our page refresh time from two hours down to 20 minutes. That's a massive time saving, and it still keeps a human in the loop at the key decision points, which is exactly where human judgment belongs. Monitor your target audience to write content they actually care about We target health technology companies at my agency, but we weren't getting the engagement we wanted on LinkedIn because we weren't writing about topics our audience cared about. We built an agent to fix that. We identified 30 people on LinkedIn who are CMOs at health tech companies—our ideal customers—and built an agent that proactively monitors what they're posting, commenting on, and engaging with. Once a day, it analyzes those conversations, identifies which topics are trending among that group, and sends me an email with a summary. Now when we write LinkedIn content for that audience, we're writing about things we know they care about, because we've been watching their conversations in real time. Scrape forums and Reddit Some of the most valuable market research you can do doesn't come from surveys or keyword tools. It comes from watching real conversations happening in the places your audience hangs out. I love scraping forums, and Reddit in particular, because people there are unfiltered. They're asking real questions, voicing real frustrations, and debating topics they genuinely care about. An AI agent can monitor the subreddits your target customers frequent, analyze the threads getting the most engagement, and surface the topics that keep coming up. When you know what your audience is actively talking about, you can write content that speaks directly to those conversations instead of guessing what might resonate. The research agent does the scraping and analysis. You get a digest of what's trending in your niche. It's the kind of audience intelligence that used to require a dedicated researcher, and now it runs on its own. Use agents for go-to-market (GTM) planning Go-to-market planning is essentially a project management problem. You need to figure out what you're going to do for your marketing, when you're going to do it, and what resources you're going to deploy at each step. It's exactly the kind of complex, multi-part task that agents handle well. An agent can help you build out the full plan: developing your messaging, mapping out your content calendar, writing social posts, setting up webinars, and sequencing all of it in a logical order. Think of it like having a strategic partner who can hold the whole plan in their head, generate the assets you need, and flag what's missing. Where agents really shine in GTM work is in the research phase. It’s great at analyzing competitors, identifying gaps in the market, and understanding what your audience needs to hear at each stage of their journey. You feed the agent your goals and your audience, and it helps you figure out the rest. You're still making the strategic calls. The agent just makes sure nothing falls through the cracks. Think of yourself as a manager, not a doer The biggest mindset shift that comes with using AI agents is this: you're becoming a manager. For example, if you were a writer, you're now an editor because the agents are doing the writing. This is actually a good thing. Most of us can only sustain two to four hours of deep creative strategy work per day before our brains start looking for an escape hatch. Agents handle the volume, the research, the first drafts, and you spend your time on the decisions that actually require your judgment. My advice: start with the agents that are already built into the software you're using. You don't need to be a programmer to use AI agents. The platforms you're already on are building this capability in. Use what's available to you, stay on top of what's new, and redesign the way you work around these tools. That's where the real leverage is. How to use agents on Wix If you're a Wix user, you don't need to be a programmer to start using AI agents on your websites. Much of what I've described in this article is already being built directly into the platform. Here's what's available today: Aria, the business assistant Aria lives in your Wix dashboard—look for the AI button in the corner—and you can have a full conversation with it about your website. You can ask it to generate a report on your highest-performing blog posts from the last 30 or 60 days, the same way I described using agents to monitor your analytics. You can ask it to create and upload events, generate structured data markup, and more. Aria is available across all Wix editors: Harmony, Studio, and classic Wix. If you're using Wix Harmony, Aria is also built into the website builder itself. You can have a conversation with it to generate new pages, add a blog, tweak your design, and optimize your copy. You can give it a role to sharpen its output. For example, tell it "you're an SEO specialist, optimize this copy to rank for the keyword antiques in Chicago" or "you're a conversion rate optimization specialist, optimize this section to improve course bookings." You can also upload brand guidelines, tone of voice documents, and customer personas so that everything it produces stays on-brand. The AI Marketing Agent The AI Marketing Agent is built specifically for marketing tasks. It can conduct keyword research, create a content plan, optimize site pages, and draft blog posts ready for publishing—with meta descriptions and on-page SEO elements built in. It can also generate optimized FAQs, which are particularly useful for visibility in AI-powered search. You stay in the loop: the AI Marketing Agent will notify you by email or dashboard notification when content is ready for your review before anything goes live. Juno, the front desk agent Where the AI Marketing Assistant focuses on getting customers in, Juno focuses on keeping them. Juno automatically prioritizes incoming messages, suggests on-brand responses to customer queries, and proactively surfaces insights—for example, flagging that there's a high volume of questions about subscriptions and suggesting you simplify that process. It can also recommend actions like sending a discount coupon to first-time buyers. Think of it as a customer retention layer running in the background. Omni, the custom agent Omni is Wix's multi-agent workflow builder. It lets you automate routine tasks, manage multiple workflows, and set approval gates so that sensitive actions, like sending emails or responding to negative reviews, require your sign-off before they go out. You can start from a template or build from scratch, and you can test your outputs before anything goes live. Templates are available for customer engagement, sales and marketing, table reservations, and more. To find it, go to the sidebar in your dashboard, click Agents, then Custom Agents. Wix MCP For those who want to go deeper, Wix has an MCP — a connector that allows external AI tools like Claude or Visual Studio Code to talk directly to your Wix website. Wix MCP is how you could, for example, have a conversation in an external AI tool and instruct it to add a new product to your store, and have that product appear live on your site without you ever logging into the Wix dashboard. MCP takes a little setup, but once it's running it can save significant time, especially for repetitive tasks like uploading products or managing content at scale. You can find setup instructions in the Wix developer documentation, and tools like Gemini or ChatGPT can coach you through the process if you get stuck. Dale Bertrand: Founder & CEO, Fire&Spark Dale Bertrand is founder of Fire&Spark, an SEO and content marketing agency. He has two decades of experience in AI and marketing, drawing on his BSc and MSc in Electrical Engineering from Brown University with a focus on AI and computer engineering. LinkedIn

Author: Zoe Ashbridge If you're a B2B marketer, you've probably spent the last year wondering whether SEO is still worth your time. Yes, search is shifting , but there's still one moment when a potential client is actively looking for what you offer, and SEO is how you show up for it. In fact, search is the channel with the biggest influence in lead generation for 57% of B2B businesses, according to First Page Sage . In my own SEO work, my B2B clients are growing organically, receiving clicks, and increasing leads by 3.5x year-over-year, with AI referral traffic converting at around 7%. B2B websites built on Wix are celebrating SEO wins, too. For example, Matt Lerner, former marketing director at PayPal and founder of coaching company SYSTM, increased traffic by 800% and online conversions by 138% . These stats are reassuring for B2B marketers who are probably reading conflicting messages about the longevity of SEO. The truth is that AI is impacting search behavior. But SEO isn't dead. And perhaps more importantly, SEO is the gateway to AI search , including visibility in AI tools like ChatGPT and Google’s AI Overviews (AIO). I’ve worked in SEO for over a decade and have served only B2B clients for most of that time. I’ve tried and tested many different strategies for a range of businesses, from startups to enterprise organizations . The strategies in this article are impactful across company sizes, though enterprise brings its own layer of complexity around site architecture, internal stakeholders, and workflow management. In this guide, I’ll share my playbook for B2B SEO success. Why a B2B SEO strategy requires nuance In B2B marketing, there are long sales cycles and multiple decision-makers involved in a purchase. As a result, a B2B SEO strategy is a bit different from other industries. For example: There are lower search volumes. Much lower. Many B2B keywords have relatively low search volumes because they describe specific, niche problems, industries, or use cases. In B2B, search volume is not a signal; instead you want keywords that tell you a prospect is actively evaluating solutions. The sales cycles are longer. B2B purchases rarely happen after a single visit. Prospects research vendors over weeks or months, returning multiple times before converting. SEO supports the entire journey, from early discovery (often through AI search) to final evaluation. There are multiple decision-makers. B2B buying decisions often involve several stakeholders (for example, marketing, procurement, and finance). SEO strategy and content must address different priorities, questions, and concerns across the buying committees. Next, we’ll move into your B2B SEO strategy so you can build a plan that drives real business outcomes.  An SEO strategy for B2B marketers B2B marketers need SEO strategies that drive business outcomes like leads, conversions, and sales. To achieve this, you first need qualified  traffic to a website. Qualified traffic is traffic that comes from people who match your ideal buyer profile and are actively searching for the type of solution you provide. Before you can bring qualified traffic to your website, you need to know what qualified traffic looks like to you. To do that, start with audience research . Know your audience first Audience research is a critical step in any good marketing plan. Audience research tells you: Who your ideal buyers are (industry, company size, role, and maturity level) What problems they’re trying to solve  and the outcomes they care about What information they need before they feel confident choosing a vendor Through audience research, you build your ideal client profile (ICP). It helps to outline your ICP in a document so your SEO and marketing team can “get to know” your audience. Usually, faux audience profiles are created, like this: Photo via Search Engine Land The idea behind audience research and creating your ICP is to identify a “person” who represents the audience your team can identify with. Then, you can speak specifically to that person, helping create authentic narratives that address their pain points and needs.  You can conduct audience research in several ways, and the best solution is probably to use multiple methods to build a comprehensive picture. Here are some methods: Interview existing customers  to see why they chose you over competitors, what they value most about your solution, which messaging resonated during the decision process, and which of your content assets of user experience was most useful for getting stakeholder buy-in. Speak to prospects who didn’t choose you  to identify what information was missing, unclear, or unconvincing on your website. You can also ask about what the competitor did well. Providing you have a good relationship with the prospect, they’ll likely be very transparent about their experience with you and competitors. Conduct keyword research  to see how potential buyers describe their problems and what solutions they actively search for. Analyze CRM  data  to identify patterns among your best customers, such as industry, company size, deal value, and buying triggers. Look for the patterns that generate the best leads, both in the short term and in the long term. Wix's  Juno Front Desk Agent can do this automatically for you. Run customer surveys  to gather broader insights into motivations, priorities, and decision criteria.  Once you know what your ICP is searching for, start building content for their specific needs and pain points. Wix's Front Desk Agent Use keyword research as a guide No B2B SEO strategy is complete without keywords (and prompts). The main thing to remember here is not to get overwhelmed by search volume and the quantity of keywords. Instead,   determine what people search for before they convert. These keywords will likely have lower search volumes. That's okay. Common sense goes a long way here. You want the keywords that signal buying intent, often including terms like: Services Agency Consultant Pricing Near me For [industry] Someone typing "what is a CRM" probably isn't ready to convert yet, but someone searching "best CRM for a solo consultant without a sales team" or "CRM software for B2B consultants managing client pipelines" is much closer to making a decision. SEO tools  will help you identify keywords that are most likely to convert. These are often called conversion keywords, or they’re marked as keywords with “transactional intent” in tools like Semrush. Note: You can find keywords through Wix's SEO Setup Checklist in your site's dashboard or with the SEO Assistant. Find high-performing keywords on Wix Pro tip:  You can also find conversion keywords from ad data. Google Ads provides the keywords people searched for and converted on. Any keyword that converts is likely worth investing in from an SEO perspective.  In modern day SEO, keywords are just one part of the job. SEO specialists must consider AI search and prompts. Prompt research can be overwhelming because AI searches are so personalized and nuanced that trying to find and serve every prompt may not be useful. Instead, focus on aligning your positioning with your ideal customers' needs. Start by talking to some of your best customers and find out what led them to you. Your sales and customer support teams are also a goldmine here, as they're closest to the buyer every day. If you know your audience well (see above), you'll build a picture about the pain points they're searching for. Once you’ve got that, you can build pages using the right messaging so your content is what’s cited and mentioned in AI responses when your target audience is finding solutions to their specific needs.  Match specific audience intent Once you know who you're targeting, create content that matches their needs. B2B audiences aren't starting their vendor discovery with broad keywords like "CRM software." They're asking, "What's the best CRM for a consultant looking to manage referrals from [audience]?" or "What's the best CRM for a solo consultant without a dedicated sales team and no technical background?" To ensure you meet search intent, you must: Identify what your ideal buyers are actively searching for  so you can ensure you meet the search criteria and show up early in the discovery phase. Provide a strong use case  with clear proof of capability and results. Resist the temptation to appeal to everyone ; focus on depth and audience quality over quantity. Target specific audiences  with tailored messaging, helpful content, and distribution to the right channels. Monitor performance across metrics  including engagement and conversion signals. Refine and repeat the process  to expand into other micro-audiences once you have traction. Consider these common values, categories, and needs when creating content for your audience. The sweet spot for B2B includes at least one component from each. For example, you might be the best possible service for a healthcare business (category) that needs to improve compliance and risk management (needs) with a cost-effective, but quality (values) solution.   Categories Industry (SaaS, healthcare, manufacturing, fintech) Company size (SMB, mid-market, enterprise) Revenue band Growth stage (startup, scaling, mature) Funding stage (bootstrapped, VC-backed, PE-backed) Geography Needs Reduced cost Increased revenue Improved compliance and risk management Improved data visibility Digital transformation Improved customer retention Enhanced security and governance Entering new markets Differentiating from competitors Values Sustainable Women-led Innovation-first Compliance and security Cost-conscious Premium or quality-driven Local-first or community-driven Data-driven Speed-focused Create pages targeting micro-intent When creating content, always start with a service page or landing page, even if you won’t rank for it straight away. This is your most important page, because it’s the page people will convert on. Plus, this page will be so marketing-critical that other channels can use it, especially email or ads, which can segment audiences based on your researched criteria and target them. A strong service page includes components like: Positioning that immediately states who the service is for and what outcome it delivers. A strong above-the-fold section , ideally with a contact form (more on that later), a compelling headline, supporting proof, and a clear primary CTA. Defined problem outline that shows a deep understanding of the audience’s pain points and pressures. A focused solution that explains exactly how you solve the problem. Tangible proof  like case studies, metrics, testimonials, recognizable logos, or certifications. Conversion-focused design  including clear CTAs, minimal friction forms, and strong page flow. This service wireframe  is excellent for B2B purposes. Start with the wireframe and use Wix’s forms  as a contact form so people can get in touch with you or your client from the actual service page. The page doesn’t need to be over-designed; simplicity works. Get your messaging right and prove your client is the best company that serves the visitor. Pro tip: Once you’ve buttoned down your audience’s needs and the page that will serve them, you can move on to supporting pages. Start with your case studies because they back up that you can do what you claim. Then, move on to blogs. Go back to your keyword research and see which words and phrases would make an informative piece of content.  Optimize for AI search visibility and discovery In recent years, the B2B buyer discovery process has shifted significantly. Buyers are no longer starting their vendor research exclusively through traditional web search. Consider the findings of a recent Responsive report : 33% of buyers start looking for vendors using a web search 32% of buyers start their vendor search using AI chatbots When buyers go straight to AI for their vendor research, shortlists take shape long before anyone lands on a website. This means, if your site isn't optimized for AI search, you're invisible during the most critical window of the buying process. Photo via Responsive What gets cited in AI responses Wix Studio's AI Search Lab  published research on which content types LLMs cite most. Across 75,000 AI answers and over a million citations, listicles, articles, and product pages together accounted for more than half of all AI citations. For B2B marketers, this is a clear signal that you need articles and listicles on your site, not just service pages. Check out the full report, linked above, for a breakdown by industry. See the full report on Wix Studio's AI Search Lab How to position your content for AI visibility The most important thing you can do is ensure your content directly addresses the specific problems your ICP is trying to solve. AI systems are good at matching detailed, scenario-based questions to specific, credible answers. Broad content that tries to appeal to everyone tends to lose out to focused content that speaks precisely to a defined audience. In practice, this means: Building pages and articles around real-world scenarios your buyers face, not just keywords Supporting every claim with proof: case studies, metrics, and testimonials signal credibility to both AI systems and human readers Structuring content clearly with descriptive headings, FAQ sections, and structured answers so AI can easily extract and reference what you've written Creating topical depth around your core problems so search engines and AI systems recognize your site as a trusted, authoritative resource Pro tip: It’s very tempting to create content simply because AI cites it or search engine ranks it, but don’t get lost in metrics that don’t move business goals. Before creating content, ask, “Would I share this content in my email newsletter?” If the answer is yes, then the chances are you should create the content because it serves your audience. Implement schema markup Schema markup is a way of structuring the data on your website  so search engines can clearly understand it.  Schema benefits AI crawlers because AI crawlers read and understand HTML. It’s a way to increase content visibility to crawlers without overwhelming a page. You can think of schema markup as labels for your content. Instead of search engines guessing whether a page contains a service, case study, review, or FAQ, schema explicitly tells them. Here’s an example of schema on a service page: {   "@context": " https://schema.org ",   "@type": "Service",   "serviceType": "B2B SEO Consulting",   "provider": {     "@type": "Organization",     "name": "Example Agency"   },   "areaServed": "United Kingdom",   "description": "SEO consulting services for B2B companies looking to increase qualified traffic and leads." } In this example, you can see the label “@type”, which identifies the content as a Service. Fields like “serviceType” then describe the specific service type, in this case, B2B SEO consulting. Other properties add further context. “provider” identifies the organization delivering the service, “areaServed” shows where the service is offered, and “description” explains what the service does. There are more than 800 schema types and over 1,500 associated properties, so implementing schema markup across a site can be overwhelming. Wix automatically generates and implements schema markup  for common page types, like products, blog posts, and events. It also automatically updates schema markup when you update a page. Don’t underestimate the power of B2B SEO Modern search systems reward relevance over size, meaning the most specific, credible answer to a buyer's question beats the biggest website in the room. Eli Schwartz, author of Product-Led SEO , puts it well : search is now "more diverse, more personalized, and more context-aware than ever before." This is an opportunity for B2B marketers.  Success comes down to deeply understanding your audience—their needs, pain points, and buying dynamics—segmenting them into hyper-targeted groups, and building a presence that matches exactly what they're searching for. In practice, that means defining your ICP, conducting keyword research to understand real buyer behavior, mapping audience problems to clearly defined solutions, and building strong service pages supported by case studies and content that speaks to each stage of the buyer journey. Platforms like Wix make many of these tactics straightforward to implement. Zoe Ashbridge - SEO strategist and co-founder of Forank Zoe Ashbridge is an SEO strategist and co-founder of Forank, a boutique search engine marketing (SEM) agency that helps B2B companies turn Google and AI search visibility into qualified leads through data-driven SEM strategies. Linkedin

What’s the best content type for AI visibility? Researchers from Peec.ai analyzed 75,000 AI answers and over 1 million citations to find out. Join this webinar to explore the findings and get data-backed recommendations on which content helps you show up in AI answers. We'll walk through research on which content works for different intents, platforms, and even business types. You'll leave with practical tips you can use to optimize your content for AI citations. What you'll learn: Which types of content are most likely to be referenced in AI answers — and why Simple ways to improve how you write and structure content so AI tools take notice Practical steps you can take right away, whatever your level of experience Malte Landwehr CPO & CMO, Peec AI Malte Landwehr is CPO & CMO at Peec AI. Previously, he spent five years as VP SEO at idealo, nearly doubling organic traffic, and five years as VP Product at Searchmetrics. Malte is an internationally recognized expert in Enterprise SEO and AEO. He has over 20 years of experience at the intersection of SEO and product, and has spoken at 100+ conferences. LinkedIn Crystal Carter Head of AI Search & SEO Communications, Wix Crystal is an SEO and digital marketing professional with 20 years of experience. Her global business clients have included Disney, McDonalds and Tomy. An avid AI Search & SEO Communicator, her work has been featured at Google Search Central, BrightonSEO, Moz, OMR, Semrush and more. LinkedIn

Author: Miriam Ellis Whether you're just learning how to make an artist website or you've had one for years, SEO can mean the difference between making money as an artist , and not. We artists are famous for our right-side-of-the-brain gifts. We can make magic with a paintbrush, a camera, a stylus. But left-brain tasks like search engine optimization (SEO) may seem like a struggle unless we reframe them in a more appealing light. To do that, think of SEO as a way of presenting your art in the language potential patrons use to find work like yours online. Art is such a personal thing, and you may have all kinds of ways of describing your own creations to yourself, but artist websites are really a service for others. If the public is looking for what you offer, they should be able to find it.  As an award-winning fine artist, a published art book author, and a seasoned SEO, I’ll share my SEO tips for art websites in this article. The author’s art website, built on Wix The benefits of SEO for art websites I’ve been painting professionally for about 30 years. Before the internet, my visibility depended on hanging my work in galleries, participating in juried art competitions, and taking part in local art events. While all of these activities remain viable paths for artists seeking to make a name for themselves, the web has created a whole new set of opportunities for being found and chosen by patrons of the arts.  The benefits of SEO for your art website begin with being visible across a variety of platforms on which potential customers and clients might be looking for what you offer. Being courteous about how you present yourself and your work so that it matches how the public thinks is the foundation of SEO.  For example, I specialize in paintings inspired by the works of J.R.R. Tolkien. I use my Wix website  to sell museum-quality art prints that are printed on demand via WixApp, Gelato . Many fans of books like The Hobbit  and The Lord of the Rings  enjoy hanging illustrations of different aspects of Middle-earth in their homes. In other words,   there's a demand for this kind of art. Because of this demand, I’ve made sure that my website mentions the phrase “Tolkien art prints.” This helps me appear for a search that includes this wording: Each new print I offer can be titled with my potential patrons in mind. For example, if someone is searching for “painting of Celeborn and Galadriel’s chamber,” I'll have a better chance of being visible if what I’ve titled a painting contains some of these words. If I’d just titled the painting “lovely scene of elves in a tree,” I probably wouldn’t be ranking at the top of Google for a search like this: Meanwhile, the same practice of being considerate about how my potential patrons might word their searches helps me be visible for relevant prompts in a conversational AI environment like Google AI Mode: Importantly, proper Wix image optimization  can help you appear in Google Image Search . Once you establish discoverability, many additional benefits can follow. My own website has led to: The development of a community of lovely, loyal patrons Sales of my art prints Public commissions Invitations to speak at conferences Having my art featured on YouTube and in magazines A multi-book publishing deal with my dream publisher, Uppsala Books All of these wonderful opportunities began with thinking about how to communicate myself, and my work, to the public. Whether you specialize in fine art, photography, digital art, sculpture, textiles, or some other medium, the process for developing an online presence is the same.   SEO tips for artists Follow these steps to optimize your art website for search (and for humans looking for your work): Identify demand Title and write up each of your product pages Optimize your individual product pages Optimize your homepage Build authority on third-party marketing channels Build your offline community Identify demand Selling original art is not quite the same as selling something like shoes or coffee makers, where a long-standing built-in demand exists for common products. No one could have predicted that the art world would go wild over surreal paintings of swimming pools until David Hockney became one of the highest-paid living artists for creating such scenes. While you can’t predict what will take off with art collectors, your first step to optimizing your own work is to identify how your art dovetails with existing public demand.  Follow these steps: Define your medium (oils, acrylics, watercolors, digital, fiber, glass, and so on) Define your merchandise (original art, prints, private commissions, public commissions, t-shirts, digital files, calendars, mugs, greeting cards, and so on) Define dominant themes in your work (nature, weddings, literature, modern life, religion, family, animals, culture, and so on) With this set of definitions in hand, take the following actions: Search Google to do a competitor audit (e.g. “watercolor nature calendar”) Document how your top competitors have titled these products on their websites Document the suggested alternative terms Google brings up while you are typing your search; see this example that indicates that people are frequently searching for “Watercolor nature cards” as well as calendars: Enter your discovered terms into keyword research  and search trend tools like AlsoAsked , AnswerThePublic , Google Trends , and the free versions of paid tools like Moz Keyword Explorer  to see if some search phrases are more popular than others. You can also use keyword research tools within Wix . Don’t be surprised if these tools return zero search volume for a wide variety of art-related searches. This doesn't mean no one is looking for art like yours, but it can mean that the tools don’t have enough data. Understanding how your competitors are naming their art and how people are searching for similar merchandise is information you’ll carry into your next step.  Optimize your individual product pages Whether you're selling original works, digital files, or other kinds of reproductions, take these steps to improve the product pages for your art: Title each of your works based on the results of the research you did in the last step, combined with your own sense of what the main theme of each piece is. Write a detailed description of each piece, including: Dimensions Medium Price A description of all aspects of the piece, such as its theme, your inspiration, the story behind the piece, what the piece represents or conveys, where customers might like to display the piece, and the like.  For inspiration, take a look at this page on my website and note the time I’ve invested in writing a detailed and unique description of this painting, as well as how it works for customers to order a print from my printer. This single page tells a potential patron everything they need to know to confidently place an order. It also helps Google surface it in relevant search queries and AI prompts. Optimize your individual product pages The wonderful thing about Wix product pages  is that you can easily optimize multiple fields of your website with little or no technical knowledge. When you create a new product in your Wix dashboard, what you name the product will appear as the page’s title tag. This tag appears in the tab at the top of each browser, is frequently featured as the first line in organic search results entries, and has the most influence on your rankings. The dashboard text box below your title lets you write as much content as you want about each piece. Use the research you’ve done to reflect customers’ search language in everything you write. Click on the Edit SEO Settings  tab in your dashboard for further optimization. This is where you can: Ensure that your product page is set to allow search engines to crawl and index it. Write alt text for your images so that individuals with visual impairments receive a description of image contents. Write a meta description for the page offering a summary of the product of about 155-165 characters; Google will show this as the second line of your entry beneath your title tag in their search engine results. Note: You can automate meta description generation with Wix . Use Wix SEO tools to include extra structured data markup  to be eligible for rich results .  Write a URL (web address for the page) that reflects your keywords. Name files strategically Be sure that when you save your image files, you title these files with keywords in mind. For example, don’t name your image “painting12.jpg.” Name it something specific like “celebornandgaladrielartprint.jpg,” so that search engine bots and AI scrapers can more easily understand image contents. Optimize your homepage This is where you give an overall description of your work. You can also highlight featured products, posts from your art blog , and awards, then encourage the public to connect with you across your offsite marketing channels. Be sure your website homepage includes: A title tag that summarizes the most important aspects of your business, like Wedding Photography in Marin County by George Jones, Photographer A meta description tag that acts as a marketing pitch for people to click on your entry in Google’s results, like Book my 20+ years’ experience photographing Marin weddings at a competitive rate A header tag that summarizes your offering, like George Jones Wedding Photography Captures the Beauty and Fun of Your Big Day Forever A strong description of everything you offer, such as photography services, fine art, art prints, portraiture, commercial design, and merchandise, with links to landing pages for each of your main products and services Clear contact information for getting in touch with you, visiting your studio, booking a consultation, or however it is that the public can reach out to you A clear call-to-action (CTA) about what you want the public to do next after visiting your homepage. For example, go to your art prints page, go to your gallery, visit your studio, or book a consultation. Build community and authority on third-party marketing channels While optimizing your own website is the foundation of your online visibility, you need to build authority across multiple channels so that search engine bots and AI scrapers see the public citing you and linking to you all over the web.  There are 5.66 billion social media users worldwide . Current research suggests that more than 60% of product discovery is being driven by social media , making it a vital place for your art to be seen.  Meanwhile, AI environments like Google AI Mode factor social media posts into recommendations. Here’s a prompt about upcoming Tolkien-related art projects due out this year. You can see in the following screenshot that social channels are informing the responses: Build your offline community While not every artist will take this path, discovering real-world events, conferences, display spaces, competitions, societies, organizations, and groups you can be part of can help build offline buzz about you and your work that will make its way online. These “citations” of you help bots and scrapers view you as a trusted authority in your field and will support EEAT   for you as an artist. For example, here's an Instagram post being shared by The Tolkien Society’s major US conference, Westmoot, at which I am a keynote speaker: Find opportunities to participate in communities that share your interest. This will teach you so much about the people passionate about your subject, helping you to delight them in new ways over time. Remember that good SEO for art websites is about more than researching keywords and building links. It’s about connecting with the right people and communicating with them in language that make sense to them. Be observant and devoted to providing good service, and bring all that you learn back to your website to help you tell a winning story about your unique art. Miriam Ellis - Local SEO Subject Matter Expert at Moz   Miriam Ellis is a local SEO columnist and consultant. She has been cited as one of the top five most prolific women writers in the SEO industry. Miriam is also an award-winning fine artist and her work can be seen at MiriamEllis.com . Twitter  | Linkedin

In this webinar you'll learn how structured data  supports your visibility in AI and search in 2026. We’ll explore how this data helps you show up across classic and conversational search engines, including traditional Google search, AI Overviews, and ChatGPT. You’ll also see how schema markup works in new Wix SEO features like NLWeb .  Expect insights on how structured data impacts AI from Martha van Berkel, schema markup expert and founder of Schema App. You’ll also get a tactical look at structured data on Wix from Crystal Carter, Wix’s Head of SEO Communications. Download presentations from Martha and Crystal . What you’ll learn: See how schema markup impacts visibility in AI search Learn how to generate your schema markup that drives growth Discover AI structured data features and NLWeb in Wix SEO tools   Martha van Berkel Co-founder and CEO of Schema App Martha van Berkel is the co-founder and CEO of Schema App , a semantic technology company that leverages advanced schema markup to build content knowledge graphs for enterprise marketing teams. She focuses on helping marketing teams globally understand the strategic value of schema markup and thrive in an ever-evolving digital landscape. LinkedIn Crystal Carter Head of AI Search & SEO Communications, Wix Crystal is an SEO and digital marketing professional with 20 years of experience. Her global business clients have included Disney, McDonalds and Tomy. An avid AI Search & SEO Communicator, her work has been featured at Google Search Central, BrightonSEO, Moz, OMR, Semrush and more. LinkedIn

Author: Crystal Carter Structured data markup can influence how your pages appear in search results, enabling Google to showcase your products or content within a dedicated search feature that often appears above the traditional listings. And as AI search becomes an increasing priority for many marketers, structured data plays an even more important role today. In addition to potentially enhanced visibility in Google Search, structured data can impact how well search engines (and other technologies, like generative AI) understand your content. Since you’re already creating content, tagging that content with the appropriate structured data will help you get more value from it and further bolster your technical SEO . It’s also crucial to tapping into the benefits of NLWeb . Let’s take a look at what you need to know to get started with structured data for superior SEO. Table of contents: What is structured data? Structured data vs. schema markup: What’s the difference? Why structured data is important in SEO The benefits of structured data for SEO and AI search Rich results eligibility Entities in generative search Better search data Structured data and the agentic web Does all structured data qualify for rich results? Should you add structured data that doesn’t yield rich results? Structured data on Wix What is structured data? When SEO experts talk about structured data (also referred to as schema markup), they're referencing a type of script tag that you can add to your website’s HTML. Implementing structured data helps web crawlers quickly understand the most important content on your webpage (using predefined categories and definitions).  Used strategically across a website, structure data can: Make your site eligible for rich results Illustrate a network of relationships between pages, authors, and named semantic entities Structured data vs. schema markup: What’s the difference? “Schema markup” is the common name for the structured data framework and vocabulary maintained by Schema.org . Developed in conjunction with Google, Microsoft, Yahoo, and Yandex, Schema.org’s structured data classification documentation is constantly growing and includes over 1,000 properties and types to define unique semantic entities and content types.  Many data science and tech-related fields use the phrase “structured data”   to describe any method for organizing data . And when you use on-page SEO HTML attributes, like heading tags  and bullet-pointed lists, or even open graph on your site, you're technically using a type of structured data. But typically, when SEO professionals discuss “schema,” “schema markup,” “structured data,” or “structured data markup,” they're talking about the structured data markup (usually in JSON-LD format) as outlined by Schema.org and endorsed by Google. Why structured data is important in SEO Structured data for SEO helps make content more standardized across the web because it applies the same guidelines across websites of various platforms and configurations. This enables Google to choose different elements from each web page and generate unique, enhanced SERP (search engine results page) features  called “rich results.” These enhanced results are much more eye-catching, more mobile friendly, and provide more information than a standard search listing. That’s why having your content show up in a rich result can improve your click-through rate (CTR) and drive more visitors to your site. Each piece of structured data you add to a page will tell Google and other search engines about the most important parts of a page. For example, there's structured data that tells Google that it’s looking at a(n):  Recipe  Product FAQ Job posting Event The benefits of structured data for SEO and AI search Structured data tells search engines what the information on your page means—not just what it says. Clearly defining the content on your site with structured data can yield a competitive advantage in SEO, allowing you to: Make your content eligible for rich results Better define your website entities for semantic and AI-powered generative search Access more search results data via Google Search Console Rich results eligibility Though structured data is not a Google ranking factor, rich results for collections of certain types of content (e.g., events or recipes) can show at the top of the SERP, before the traditional text results.  Consequently, sites that earn a spot in these features can drastically improve CTR and potentially outperform the “number one” listing at the top of the text results.  This means that configuring your site with structured data that makes you eligible for rich results can make your site more competitive.  Entities in generative search Beyond rich results, structured data also makes your content easier for machines to read, which has implications for today’s AI-powered search engine algorithms  and generative   search tools like ChatGPT .  Does structured data matter in generative search optimization? Large language models (LLMs) like these use entities to discern the relationships between words and what they actually mean. When you clearly define semantic entities , they will be more accurately reflected by generative AI tools. The statements that you declare in your schema should always be reflected in your on-page copy, so in this way, the definitions and relationships between entities that are outlined in Schema.org offer guidance that can inform semantic on-page copy optimization. Does structured data directly influence LLM responses?  While GEO is still new and evolving, both Google and Microsoft say that LLMs use structured data , particularly within RAG (Retrieval-Augmented Generation) frameworks. Search-enabled LLM models, like Google’s Gemini, use search results to ground their responses and therefore can be influenced by rankings and data from SERPs with rich results. For example in the query below for "how do I make a vegan cake?," a Google search yields nine rich result recipe cards. For the same question in Perplexity and ChatGPT, we see many of the same schema-enhanced websites shown in the results. For Perplexity, seven (of eight) of the sources match Google’s rich results. And for ChatGPT, two of five sources align. This suggests that structured data markup that influences rankings on Google and Bing’s search engines and the knowledge graph may impact responses in generative search tools, like Perplexity and Gemini.  And though, at the time of writing, structured data markup is not parsed during LLM pretraining (for static LLMs that do not use search grounding), optimizing high-value pages for rich results with structured data and entity-informed, on-page copy should contribute to your LLM search optimization and visibility  over time. Better search data Many of the structured data types that are eligible for rich results also receive dedicated Enhancements reports in Google Search Console . These reports tell you which pages have valid markup and can provide valuable insights to help you find out why structured data markup is invalid. For instance, if you're implementing image structured data, you can include a property for Creator  to specify the person or organization that created the image. In the example below, I have done this by modifying the Wix’s built-in blog article markup. For this project, all of the images were created by “Wix,” so rather than using a variable, I used a static value. Within about a week, I was able to see the Image Metadata report in my Google Search Console Enhancement reports. Since this report shows images that have been crawled and valid structured data, I can use this data in my SEO reporting  to illustrate technical SEO implementation progress to my team. Structured data and the agentic web The next evolution of the internet is shifting from simply retrieving information to performing actions, ushering in what’s often called the agentic web . The agentic web is an environment where AI acts as an independent agent, capable of understanding complex requests, creating a plan, and then executing multi-step tasks across different websites and applications. These agentic solutions and capabilities are built to provide helpful assistance to users by simplifying workflows and automating tasks. For these intelligent agents to reliably act on your behalf or accurately represent your business, they need standardized, machine-readable structured data.  This is the concept behind the NLWeb  (Natural Language Web). The NLWeb use clearly defined content to allow AI agents to accurately identify, understand, and use the "entities" (people, places, products, events) of your site. Structured data is crucial to the NLWeb because it provides the predefined categories and definitions that agents rely on to understand your content. By clearly defining your entities using schema, you ensure AI agents know what your content means , not just what it says. Does all structured data qualify for rich results? There are hundreds of different schema types, but not every schema type is eligible for a Google rich result. However, since all structured data helps search engines understand your content, implementing it is still beneficial to your site as a whole. From a strategic perspective, including schema markup that's not currently supported by Google’s rich results can help future-proof your site. Google adds new rich results all the time, so if your schema is already in place, then you’ll get a head start on your competitors.  Product structured data can enable your products to show in Google merchant listing experiences. For example, in 2022, Google announced updates to product rich results to display multiple images alongside the primary image. For Wix users, who had this structured data built into their Wix SEO  configuration, there was no need to make updates as they were already optimized. Should you add structured data that doesn’t yield rich results? Yes. Valid structured data helps to organize your content and make it more accessible to search engines and other programs (like ChatGPT).  When Google announced that it was significantly reducing visibility for FAQ rich results in 2023, some SEOs suggested that it wasn’t worth using this markup anymore. I would argue, though, that where FAQs are genuinely helpful for users, you should include markup to support them because: Structured data helps to prioritize high-value content for search engine crawling Structured data can help you draw connections between entities across your site and the wider web Structured data on Wix Wix simplifies the technical complexity of structured data by automatically generating and implementing it for common page types, like products, blog posts, and events. Wix’s new AI Structured Data Generator uses AI to analyze your blog posts, then automatically implements structured data By automatically using the JSON-LD format recommended by Google, Wix ensures your core pages are consistently defined for search engines, helping to make them eligible for NLWeb  and rich results. Wix also provides users with control to fine-tune their schema strategy. Through the Wix SEO Settings, you can modify the default structured data presets or add entirely new custom markup to specific pages. Wix also offers tools like the AI business assistant Aria to generate schema and debug syntax errors so your code is valid. To learn more about the specific schema types Wix supports, best practices for validation, and detailed instructions for customizing your own markup, explore the full guide to structured data on Wix . Google embraces structured data. So should you. As Google continues the trend of showing more information directly on the search results page, it’ll keep relying on structured data to populate its SERP, which means the role structured data plays for your business/website will keep growing from here.  Don’t miss out on all the opportunities structured data offers. After all, if you’re going to create content for users, you might as well get the most value from it by making sure it’s eligible for rich results and easy for search engines to understand.  Crystal Carter - Head of SEO Communications, Wix   Crystal is an SEO & digital marketing professional with over 15 years of experience. Her global business clients have included Disney, McDonalds, and Tomy. An avid SEO communicator, her work has been featured at Google Search Central, Brighton SEO, Moz, DeepCrawl, Semrush, and more. Twitter  | Linkedin

Author: Zoe Ashbridge There’s no doubt that the SEO landscape is changing , but for service businesses—like hair salons, gyms, and spas—search marketing might be more valuable than ever. Consumers of all ages trust Google and navigation apps like Google Maps to find local businesses over any other format, including review sites, social media, and AI tools, according to a 2025 Soci report . That said, I don’t want to dismiss the ongoing evolution of search: people aren’t just “Googling it” and showing up at your door anymore. Discovery in 2026 is more diverse and complex, and that demands a robust SEO strategy for modern business owners. In this article, I’m sharing strategies to help service businesses of all sizes make the most of their SEO efforts.  An SEO strategy for service businesses The strategy below goes beyond the basics, but before you can run, you need to walk. These steps are critical   for modern-day SEO success. As the steps go on, the strategy becomes more complex, but they’re still doable if you have a small team. Set up your Google Business Profile Ask for reviews Optimize your most important pages first Build landing pages with on-site bookings Embrace local SEO best practices Set up your Google Business Profile Every local business needs a completed Google Business Profile. A Google Business Profile (GBP) is your free business listing on Google. As pictured below, it includes your business name, address, phone number, opening hours, services, photos, and reviews. Here’s what a Google Business Profile looks like for my local salon:  Your Google Business Profile is the profile that appears in Google Maps and in the local map pack, which is the block of three local business listings that appears near the top of Google search results when someone searches for a service or business in a specific area. Here’s the same Google Business Profile listing within the map pack: If someone searches for a service, like, “hair cut near me,” “emergency plumber near me,” “restaurant in [place],” or “best gym in Austin,” the Google Business Profile listings often dominate the top of the search engine results page (SERP). This means your visibility is heavily influenced by how well optimized your profile is. Once you’ve created your Google Business Profile, you’ll set up your account by adding information like: Business details such as your business name, address, phone number, website link, opening hours, and business category. A primary category that tells Google what your business does. High-quality photos so searchers know what to expect from your space.  The goal is to complete your profile accurately and fully. Here’s more on adding and managing your Google Business Profile  with Wix. Ask for reviews Reviews are your foundation. They’ve always influenced decisions. The difference is that word of mouth used to happen in private conversations. Today, it happens in public (on Google, on maps, on social media, or on your GBP profile) right at the moment someone is deciding whether to book one of your services. In today’s search era, reviews are super important for service-based businesses. According to BrightLocal’s Local Consumer Review survey , 97% of consumers read reviews for local businesses, and they read reviews in as many as six different places. The chart below shows the top sites for reviews, comparing 2026 data to 2025: Source: BrightLocal Although Google's share is declining compared to other sites, it still holds a significant spot, with over 71% of consumers using Google to access reviews. Video reviews are on the rise via sources like social media (Facebook, Instagram, TikTok, etc.) and YouTube. Consumers are also using AI sources (ChatGPT, Google’s AI Mode, Gemini, etc.) Reviews also factor into visibility in AI search for local businesses , and LLMs like ChatGPT can pull your reviews into its answer. Here’s an example: In its reply, ChatGPT says the restaurant is highly rated and praised for its “flavorsome food, friendly service, and generous portions.” The reviews are cited from Wanderlog, and sure enough, here are these types of sentiments within reviews on that website: Source: Wanderlog Building reviews can feel like a lot. There’s only one way to get them, and that’s by asking. A simple follow-up email, text message, or in-person ask can dramatically increase the number of reviews you receive. Consider this case study: I work closely with Leigh Buttrey, the co-founder of our boutique SEM agency, Forank . Buttrey set up a simple automated post-purchase email in Klaviyo asking catering customers to leave a review. In three months, the email sequence collected 25 reviews at an average rating of 4.76. Reviews drove an 11% increase in add-to-carts. Pro tip:  Make leaving reviews as easy as you can. For example, most of my reviews go onto LinkedIn or Google. Instead of just asking someone to leave a review, I send them the link that’ll take them straight there.  Here’s how you do that on Google. Go to your Google Business Profile by searching for your brand name > Click Add a Review  > A pop-up will appear with the review box. Share the URL that’s generated with your customer. This new URL will take them straight to the pop-up, and all they’ll need to do is type their review.  If it feels okay to do so, you can ask customers to copy and paste that review into other places, such as on TripAdvisor, LinkedIn, social media, or other review platforms. Admittedly, asking for that second review can feel like a lot. I tend to play that one by ear, depending on my relationship with the customer. You can also incentivize the action. For example, offer 10% off a future booking in exchange for an honest review. If you take this route, think of that 10% not as a discount, but as an investment. You’re encouraging repeat customers, increasing your review volume, and strengthening the signals that influence visibility and conversions. One review can influence dozens of future buying decisions.  Optimize your most important pages first When you’re building an SEO strategy, you’ll research keywords  and find that there are a lot  of them out there. The ones you want to focus on are the ones most likely to bring in work. For a service-based business, that might be terms with a format like: “emergency [service]” “24-hour [service]” “[service] near me” “[service] in [city].” “[service] consultation” “[service] support for [audience].” These are high-intent keywords. The person searching isn’t casually browsing; they know what they need and where they need it. The urgency and clarity of intent make those clicks far more likely to turn into enquiries or bookings. Yes, these keywords can be competitive. They often have stronger businesses already ranking and established map pack listings. But they’re commercially important, so they should shape your core service pages from the beginning. Start by: Optimizing your primary service pages around these terms Making sure the page clearly explains the service, who it’s for, and how to take action Strengthen local signals by embedding your location, including your address, or getting backlinks from local press Then, over time, build supporting content around them. For example, FAQs, blog posts, case studies, and related sub-services to reinforce your authority and depth. ( These are the content types most cited by LLMs , based on research from our sister publication, The AI Search Lab.) If you focus on the keywords that actually drive revenue first, your SEO strategy stays commercially aligned. You may get fewer clicks than a broad, high-volume content strategy, but the clicks you do get are far more likely to become customers. Once you’ve established the pages you’re building, then you need a page that converts. Build landing pages with on-site bookings When you're optimizing a page for the conversion keyword, you know you’re generating clicks from people who know what they want. Make it easy for them to book a service. All being well, users will convert as soon as they land on the page. Here’s an example from Wix user, Lana Skyn: Lana Skyn, a business offering services like laser hair removal and tattoo removal, uses Wix Bookings . On Lana Skyn’s treatment pages, there’s a CTA high up the page. When clicked, users are scrolled down to the treatment where they can book. On-site bookings kept users on the site longer and increased conversions. "Wix Bookings removed the last barrier between clicks and conversions," says Giomero Brand , founder and CEO of Unnamed Project, the agency that worked on the Lana Skyn site. "The new booking flow removed friction, improved user experience, and directly boosted conversions." Conversions increased from 3 to 35 over 18 months. Embrace local SEO best practices Local SEO  encompasses many of the tactics listed above, but there’s more you can do to make sure Google knows who you are, what you do, where you operate from, and who you serve. In this section, I outline some more local SEO strategies to improve your online visibility. 01. Embed Google Maps Once you’ve got your landing pages set up, consider adding a map showing your location. Think of embedding your Google Map listing as a direct communication with Google about where you’re based, using Google tools. Embedding the maps helps connect your entities (your website and your Google Business Profile). Embedding Google Maps is a common tactic. While it’s helpful for Google, it also helps people find you. Check out Wix's support pages to learn how to embed a Google Map on a Wix website and a Wix Harmony website . Consider embedding Google Maps on: Local landing pages Contact us pages About pages 02. Create local content A local-driven content strategy has been helpful for my clients who want to improve their visibility in AI tools . Content related to specific locations seem to improve visibility for AI search queries like “I’m looking for [service] in [location].” Strong local content might include: A clear headline including the service + location (e.g., Plumber in Austin ) A short introduction explaining who you help in that specific area Details about the services you offer in that location Testimonials from customers in that area Case studies or examples of work completed locally Your business address  Embedded Google Map (where appropriate) FAQs tailored to that location A strong call-to-action (book, call, request a quote) Important: The goal isn’t to duplicate the same page with a different city name swapped in. It’s to genuinely demonstrate relevance and experience in that area. Case studies and content tailored specifically to that location are key. 03. Get involved with the local community For service-based businesses, local visibility isn’t just about keywords; it’s about genuine presence. Getting involved in your local community strengthens your brand in ways that impact SEO and marketing more broadly. For example, you can support a local charity, sponsor a youth sports team, host an event, partner with nearby businesses, or contribute to community initiatives. Community involvement creates: Genuine connections to a location, which could help with SEO and local visibility Local press coverage Mentions on local community websites Backlinks from relevant local organizations Social proof and word-of-mouth referrals Brand familiarity within your service area From an SEO perspective, local links and brand mentions reinforce geographic relevance. From a marketing perspective, they build trust. From a commercial perspective, they put you in front of the exact audience you want to serve. Your local community engagement also creates content opportunities, such as blog posts that reinforce your commitment to the local area. 04. Use schema markup Schema markup is a way of structuring data that search engines understand. Schema is also pretty useful for AI because AI crawlers can read and extract content from the schema. Consider this case study on schema markup and AI Overviews : In a recent Schema App case study , implementing connected schema markup with entity linking led to a 19.72% increase in AI Overview visibility, with similar improvements observed across enterprise customer implementations. Instead of Google guessing whether something is a service, a case study, a review, or an FAQ, schema tells it directly.  For example, a local service-based business will likely benefit from: Service schema  used on service pages to provide details about the service, such as opening hours, areas served (which reinforces your geographic location), ratings, and reviews. Organization schema  is used to provide more details and context about the business providing the service. For example, address, contact details, other digital entities (like your social media accounts), founders, and employees. There are over 800 schema types, and within those types, over 1,500 properties. Wix automatically generates schema for many common page types. Check out this introduction to schema  and how to add schema on Wix. Wix automatically creates structured data for most pages, including blog posts Make an impact with your service-based SEO strategy SEO for service businesses isn't about chasing every algorithm update or publishing content for the sake of it. It's about showing up in the right place, for the right person, at the moment they're ready to book.  Get your Google Business Profile in order, earn and manage reviews consistently, build pages around high-intent keywords, and use local SEO and schema markup to reinforce who you are and where you operate.  Do those things well, and you'll have qualified customers booking your services. Zoe Ashbridge - SEO strategist and co-founder of Forank Zoe Ashbridge is an SEO strategist and co-founder of Forank, a boutique search engine marketing (SEM) agency that helps B2B companies turn Google and AI search visibility into qualified leads through data-driven SEM strategies. Linkedin

Author: Crystal Carter Structured data  has become a crucial tool for website owners looking to improve their performance in search.  Structured data, also known as schema markup, is a standardized format that helps search engines better understand your website's content. When implemented correctly on your Wix , Wix Studio , and Wix Harmony  websites, structured data can lead to rich results in Google search, including eye-catching features like recipe cards, event listings, and product snippets. In this guide, I’ll walk you through everything you need to know about implementing structured data on Wix, from the basics to advanced implementation techniques. Whether you're new to SEO or looking to optimize your existing Wix site, this guide will help you leverage structured data to improve your search visibility and click-through rates. The SEO benefits of structured data Structured data markup  is a standardized format that helps search engines understand your page content by turning visible webpage text into machine-readable data. Google recommends JSON-LD as the preferred format, and schema.org serves as the central resource for over 800 structured data types. Structured data serves as a translator between your website and search engines. While search engines can crawl and understand basic HTML content, structured data provides explicit clues about the meaning and context of that content. Think of it like adding labels to your content that tell search engines exactly what they're looking at. Here are some specific benefits. Enhanced search visibility through rich results : When properly implemented, structured data enables your content to appear as rich results in Google search. Rich results are visually enhanced search listings that display additional information beyond the standard title, URL, and meta description. For example, a recipe page with structured data might show cooking time, calorie count, and star ratings directly in the search results. Rich results also correlate with higher click-through rates. Better understanding of your content: Google uses structured data to better understand the content of your pages and gather information about the web in general. This includes information about people, companies, and other entities mentioned in your markup. While structured data isn’t a direct ranking factor, this improved understanding can indirectly benefit your SEO efforts. How to add structured data to your Wix sites Wix offers distinct ways to add structured data: Automated default structured data by page type and feature SEO Settings & Custom Page Markup This multi-layered approach ensures that your site stays SEO-compliant by default while allowing for customization when needed. Automated default structured data by page type Wix, Wix Studio, and Wix Harmony websites automatically add structured data for many common content types as you add the pages. Wix Stores product pages Wix Blog posts Wix Forum posts Wix Events pages Wix Portfolio Online programs list pages Wix Video The AI Structured Data Generator , our newest structured data feature, analyzes your blog posts with AI, then creates and implements relevant structured data from Schema.org . If you’re a current Wix user, you’ll need to opt in to the feature via SEO Settings. New Wix users will have the feature by default. With this release, every new and updated blog post will automatically have structured data. Automated default structured data by feature On Wix, local business schema and site search schema are added when you update features and information on your website.  Local Business structured data  is automatically added to your home page when you update your Settings > Business Information to include your name and address.  When you add the Wix Site Search app  your website automatically generates Sitelinks search box . Google can use this markup to display a search box when your pages appear as search results. Optimize automated schema markup You can optimize the automated schema markup that is on your website by…  choosing the right page or WixApp types for your content improving on-page and back-end content  Choosing the right theme, page type, or WixApp  for your content will ensure that your page type includes content fields that support your schema, and, where applicable, that your schema is best optimized for the most relevant rich result for your content. Creating pages with robust content helps you optimize your structured data markup because Wix generates this data based on your page's content. This means improving the quality of information you add to your site can also improve the quality of your structured data.  For instance, if your product information is only partially complete, your structured data will not include as much detail as it could. The schema on the page will be valid, but it will give less information to search engines than a complete product page. SEO Settings & Custom Page Markup On Wix, Wix Studio, and Wix Harmony websites, you can access the Wix SEO Settings panel to modify your structured data. To begin, navigate to SEO Settings in your Wix dashboard, then select the page type you want to work with, and click "Customize Defaults." From there, you can preview the existing markup, see how dynamic variables populate, view rich result examples, set custom markup by page type, and add additional markup by page type. How to customize the default Wix structured data markup If you want to modify what Wix provides rather than start from scratch, click "Preview preset" then "Convert to custom markup." Give your markup a name, then edit the JSON-LD code directly. Use the "Add Variable" button to pull in dynamic content from your elements on your Wix website— things like product names, URLs, prices, and images. When you're done, click "Apply," then "Save." How to add a new custom structured data markup to a Wix webpage Use Wix SEO Settings to add custom schema markup to your Wix webpage. Navigate to the specific page's SEO settings > Advanced > Structured Data markup. Click "Add New Markup," name your code.  Below the name of the code, you’ll find a box to add your code. When the code is ready to add to your post, click "Apply" and "Save." Unlike the templated structure data, this is an open field, so you’ll need to add schema that you’ve already generated here.  This approach is best suited for pages with information that doesn’t regularly change, like a home page that doesn’t include prices that change with seasonal offers. How to generate schema To generate schema, you can use third-party schema markup generators, an AI assistant, or Aria ,  the AI business assistant in your Wix dashboard. Aria is trained in the schema.org vocabulary so it can create code when you give it source material.  For instance, to generate recipe schema for a profile page with Aria, you’d open the chat, add recipe information, and ask it to generate the code. Aria may use placeholders for fields like URLs, but you can paste the code into the Add new markup box, then fine-tune it in the future.  If you’re using Aria or an AI assistant like ChatGPT, you can use the following prompt to create structured data. Try this prompt in Aria Generate schema.org [schema type] structured data markup in JSON-LD, based on this information [paste page copy]. Can you add more than one schema to the same page? Yes, you can add multiple schema types to the same page. A blog post that includes an embedded video, for example, can have both BlogPosting and VideoObject markup, giving search engines a fuller picture of your content. Validate before and after You can only submit valid structured data markup  on your Wix website. Wix also has built-in validation in both the SEO settings panel and the IDE. Code with incorrect or incomplete syntax will see an error message that says “Markup can only be in JSON-LD format.” Common reasons for error messages include: Not balancing your code. If you use a single {} or [] at the beginning or end of your code without closing it at the other end, you'll have an unbalanced statement and invalid code. In the code above, for instance, the code opens with  [{ but ends with only }, invalidating the whole block.  Using the wrong quotation marks. In JSON-LD “” and "" are different. If your code won’t submit, this might be why. Missing , after each line. Strings of code in  {} or [] lists should be separated by , or the code. For instance, in the code below, the invalid markup does not have a , after the string "height": "653". This breaks the code. It can be tricky to see where the issue is. In these scenarios, you can use Aria, Wix’s built-in AI agent, to help you correct your code.   Simply explain that you have received an error message, paste the code, ask Aria to help you correct it, then resubmit. Try this prompt in Aria: I received an error message for this schema markup [insert code]. Can you correct the code? While you're creating a custom schema, you can also use Google's Rich Results Test  to check whether your schema is eligible for rich results, or the Schema.org Validator  for a broader check, before you add it to your website. Schema best practices and common pitfalls Only mark up what's visible.  Structured data must reflect content users can actually see on the page. Adding markup for hidden content violates Google's guidelines and can result in manual penalties. JSON-LD can be case sensitive.  "BlogPosting" is valid; "blogposting"may not be valid. Mind your capitalization, and be careful with quotation marks. A misplaced character can break the entire schema. Choose the right schema type.  With over 800 types available, it's tempting to approximate. Take the time to find the most accurate type for your content, rather than forcing it into something that doesn't quite fit. Start with high-traffic pages.  You don't need to implement structured data everywhere at once. Prioritize your most visited pages first, then expand from there. Plan schema into your content workflow.  When building new page types, consider structured data requirements from the start, rather than retrofitting it later. Audit twice a year.  Schema.org adds new types regularly, and Google periodically introduces new rich result features. A biannual review ensures you're not missing opportunities and that your existing markup stays accurate. Measure your results.  Before adding structured data to a set of pages, note their baseline performance in Google Search Console: impressions, click-through rate, and average position. Check back after a few months to see whether rich results are appearing and whether performance has improved. As you implement structured data on your Wix site, remember to be patient. It can take time for search engines to crawl your updated pages and for rich results to appear. Continue monitoring your performance, stay informed about new schema types and rich result features, and iterate on your implementation based on the data you collect. The landscape of search continues to evolve, with structured data playing an increasingly important role in how search engines understand and display web content. By mastering structured data implementation now, you're positioning your site for success both today and in the future of search. Crystal Carter - Head of SEO Communications, Wix   Crystal is an SEO & digital marketing professional with over 15 years of experience. Her global business clients have included Disney, McDonalds, and Tomy. An avid SEO communicator, her work has been featured at Google Search Central, Brighton SEO, Moz, DeepCrawl, Semrush, and more. Twitter  | Linkedin

Author: Crystal Carter Image optimization is essential to improving SEO , online visibility, and driving conversions.   Wix websites  have SEO image tools that can be used to improve both site performance and search engine discoverability.  This article will explain exactly what you need to know about image optimization and detail the powerful automatic features Wix uses to ensure your images are fully optimized for search.  We’ll cover: What is image optimization? Why image optimization matters What Wix does to optimize your images Image compression The optimal image format Optimized image loading What you can do to optimize images on Wix Add image alt text Generate alt text with AI on Wix Use captions to provide context What is image optimization? Image optimization is the process of making your images discoverable and rankable by search engines, relevant to your pages, and optimized for fast page speeds. Why image optimization matters "Images typically make up the largest payload of a webpage," says Alon Kochba, Head of Reliability, Performance and Production at Wix. "If they aren't optimized, you risk severely slowing down your initial page load, which hurts Core Web Vitals, specifically Largest Contentful Paint (LCP). Poor optimization can also cause layout shifts (CLS) and waste mobile bandwidth." Meanwhile, properly optimized images can help improve your site’s user experience by appealing to visual learners and making your content more digestible. Your image optimizations can even be the difference between a positive and negative experience for users that rely on screen readers (more on this below). Images are also important from an SEO perspective . Believe it or not, images can be a great source of traffic to your website . This is all the more true as, over time, Google has introduced more features to the SERP that prominently include images. Google’s Image SERP, with its refinement filters, can be a major source of site traffic. What Wix does to optimize your images " Instead of requiring users to manually compress files or understand formats, Wix abstracts the complexity away," Kochba says. "The infrastructure is built to automatically process, compress, and serve the most optimal version of an image based on the end-user's device, screen resolution, and browser capabilities, without sacrificing visual fidelity." In fact, Wix maintains the smallest image footprint among major CMS platforms , according to the Web Almanac 2025 by the HTTP Archive . Wix sites load a median of only 194 KB  of image data on mobile devices, significantly lower than WordPress (1,250 KB) or Squarespace (1,511 KB). This performance is a direct result of Wix’s "stronger defaults"—systems designed to produce consistent, lightweight payloads without requiring the user to do anything. Image compression As mentioned, large image files can result in your page not loading as quickly as it could. To prevent this, Wix automatically resizes and compresses your images, in most cases. This is done without sacrificing the quality of the images. Perhaps more importantly, this process takes place on the server side. Without getting into all of the technical details, this enables Wix to serve the number of pixels actually needed to produce a quality image and no more. That makes it easier for the images to load quicker than they would otherwise. Large images You should be aware, however, that Wix does not compress images that are over 25MB. If you’re working with image files this large, you should compress them on your own before uploading them to your site. Use online tools like Sqoosh to reduce file size. Low resolution images Low-resolution images  can be a significant barrier to website quality. The Wix Photo Studio now features a suite of AI image tools  designed to address common issues with low-resolution images  and media refinement. AI Image Upscaler:  Transform low-resolution images into high-quality assets without pixelation. Generative Expand:  Adjust aspect ratios without stretching or distorting your original content. The optimal image format For years, WebP was the gold standard for web performance, offering significant savings over JPEG and PNG. However, technology has moved forward, and Wix has moved with it. Wix now automatically converts and serves your images in AVIF  (AV1 Image File Format) whenever a visitor's browser supports it. "AVIF outperforms WebP in most cases and is supported by all major browsers," Kochba says. "It pushed the boundary of compression further, drastically reducing page weight and improving mobile loading speeds without losing image quality." Kochba says this allows Wix to produce smaller image payloads. AVIF files are approximately 50% smaller than WebP  and can be up to 80% smaller than a standard JPEG without sacrificing visual quality. This drastic reduction in file size is a major reason why Wix sites maintain such a small image footprint compared to other platforms. Because Wix’s conversion engine is so robust, the old advice of uploading as a JPEG to save space  is no longer necessary. In fact, Wix now recommends uploading the highest-quality version of your image possible— at least 2560x1440 pixels . Whether you upload a high-resolution JPEG or a PNG, Wix's server-side optimization will intelligently compress it and serve the most efficient  version to your users. This means you can focus on the quality of your content, knowing that Wix is automatically handling the technical heavy lifting to ensure your site stays fast and lightweight. Optimized image loading How images load, or more technically, how they are rendered can have a big impact on both the page’s overall performance and the user experience. To that end, Wix does the following to automatically support optimal image rendering. 01. Low-quality image placeholders (LQIP) If large image files slow down a page’s loading time, Wix uses low-quality image placeholders to improve performance . These are versions of the images you uploaded that don’t use as many pixels. As the page loads and becomes interactive, the full pixel load is displayed. Basically, a version of the image, using very few pixels, initially loads so that the page can be rendered quickly. As the page is rendered, that low-quality placeholder is then replaced with the high-quality, compressed version of the image you originally uploaded. 02. Lazy loading Lazy loading basically means that images will only load when they come into view on the browser. Think of it like this: You have 20 images on a page, but only two of them appear above the fold (the area of the page that is visible when the page first loads). All 20 of those images could be rendered, but what for? No one is going to see the majority of them until they scroll down (if they scroll down). With lazy loading, the only content that loads is what the user needs to see. In this case, the two images that appear above the fold will load, while the other images will only load as the user reaches them upon scrolling. The result is a faster overall page load and improved user experience. An example of an LQIP and its corresponding high quality image. The LQIP is replaced by the high quality image almost instantaneously. How to optimize images on Wix Half of the image optimization equation has to do with your site’s performance while the other half is all about your images being indexable and, ideally, highly visible on the SERP . You can get the most out of Wix’s image optimization capabilities by being mindful in how you go about image placement on your site. Of course, there’s also the need to make your site accessible , and how you optimize your images has a lot to do with that as well. Let’s dive into it. Use galleries strategically Having multiple image galleries on one page can slow down how quickly that page loads. If gallery-heavy pages are a must for your site, consider implementing “load more” buttons so as to only show a few gallery images upon the initial load to help improve performance. Use GIFs sparingly Be strategic about using multiple GIFs on a single page, or a GIF and a gallery on the same page, etc. These files are often large and will not be auto compressed by Wix’s backend. Add image alt text This is where SEO and accessibility converge . Alt tags, also known as alt text, are the written description of what is portrayed in the image. Think of it as the written version of the image. It tells visitors who can’t see the image (including search engine bots) what the image is about. When visually impaired users use a screen reader, these tools make written text into audio content.  When a screen reader encounters an image with alt text, the reader will read the description of the image aloud. This gives a visually impaired user context for what's on the page. It also helps search engines and agentic browsers in the same way. When a search engine reaches an image, it can read the alt text to understand what that image represents. Best practices for writing alt text Does this mean you should write long-winded descriptions? No. You should aim to be descriptive but succinct. Focus on context:  Identify the most important message in the image and center your description around it. Avoid redundancy:  Screen readers already know it is an image, so there is no need to start with "image of" or "picture of". Be specific:  For example, instead of just "waffles," use "waffles with syrup" to provide better clarity for both users and search engines. Don't keyword stuff:  While including keywords can help SEO, the primary goal should be accurately describing the image for humans. Being descriptive but succinct will help you with search engines and, more importantly, increase your site’s accessibility. How to add alt text on Wix While you can add alt text to individual images via the Settings  panel in the Editor, Wix now offers a more streamlined approach through the Accessibility Wizard . The Wizard scans your entire site for accessibility issues and prompts you to add missing descriptions in one centralized location. Adding alt text via Settings When adding alt text to individual images, you can do so directly within the editor via the Settings  panel. This is useful for providing immediate context as you add new media to your pages. Access the Panel : Click on any single image in the Wix Editor, Studio Editor, or Wix Harmony Editor and select the Settings icon . Input Description : Enter your description in the field labeled "What's in the image?" . Galleries : For images within a gallery, you must select Manage Media , click the specific image, and enter the description in the Alt Text  field. Save Changes : Press Enter  to save your text, and ensure you Publish  your site to make the alt text live for search engines and screen readers. Using the Accessibility Wizard To access the Accessibility Wizard  and optimize your images, click Settings  in the top menu of your editor, select Accessibility Wizard , and click Scan Site  to identify missing alt text. From here you can: Scan and Fix:  The Wizard identifies images lacking alt text and lets you enter descriptions directly in the task panel. Generate alt text with AI:  If you have a large number of images, you can use the built-in AI tool to generate descriptions for specific images or an entire page at once. Note that AI generation is not currently supported for SVGs or GIFs. Mark as Decorative:  For images that are purely aesthetic (like borders or background shapes), you can use the Wizard to mark them as "decorative". This ensures screen readers automatically skip them, providing a smoother experience for visually impaired users. Generate alt text with AI on Wix Wix Studio premium plan users can save time by generating alt text for images in bulk or one at a time. While image recognition technology is surprisingly accurate, it often cannot provide the specific context of your page; always review and edit AI-generated text to ensure it's accurate. To access the AI generation tool for alt text, open the Accessibility Wizard  from the Settings  menu in your editor, click Scan Site , and then select Add alt text to images . Use captions to provide context If you want to write something more descriptive, save it for the caption. A well-worded caption not only helps your readers better understand and interpret the image, it can also help search engines. Search engines can use the text surrounding the image to contextualize what that image is. Use captions whenever you can (so long as it is done in a natural way). Image optimization is a joint effort As you can see, there's a lot that Wix automatically does to help optimize your images. At the same time, the image optimization process depends on several factors, like the type of file you upload and how you name your images. By keeping these factors in mind and being strategic in how you implement images, you can save time and reap the full benefits of image optimization on Wix. Crystal Carter - Head of SEO Communications, Wix   Crystal is an SEO & digital marketing professional with over 15 years of experience. Her global business clients have included Disney, McDonalds, and Tomy. An avid SEO communicator, her work has been featured at Google Search Central, Brighton SEO, Moz, DeepCrawl, Semrush, and more. Twitter  | Linkedin

Author: Crystal Carter Get started by: Creating a website → We all just want a little attention. And that is essentially what bounce rate tells you—how much attention your site is getting from its visitors. It helps you understand if visitors are interacting with your site or leaving after just a few seconds. But, bounce rate has evolved over the years—both in definition and in value as an SEO reporting metric . In this blog post, I’ll show you how that evolution impacts your SEO  strategy. Table of contents :  How Google defines bounce rate Ways to check your bounce rate In GA4 In Wix Analytics Whether bounce rate still matters How to reduce bounce rates and improve engagement Bounce rate alternatives What is bounce rate? In 2024, Google’s bounce rate metric measures the percentage of users who did not “engage” with your website during a session. This means that their session lasted less than 10 seconds and/or did not have multiple screen or page views (as measured in Google Analytics 4 ).  Bounce rate is the inverse of a site’s engagement rate, so the engagement rate combined with the bounce rate will always amount to 100%. This definition is an evolution of the concept of bounce rate  from earlier versions of Google Analytics (i.e., Universal Analytics).  In Universal Analytics (UA; deprecated  in July 2023) Google  defined bounce rate as “the percentage of all sessions on your site in which users viewed only a single page.” In other words, if a user came to your site, but didn’t click on any other button or view any pages (aside from the one they first landed on), that was considered a bounce. All of those users divided by the total number of visits to your site gave you the bounce rate.  In 2021, Google retired the term “bounce rate” and added the “engaged sessions” metric. Under this definition, the user’s visit needed to last longer than 10 seconds, include a conversion, or have multiple screen or page views to be considered an engaged session. Then in July 2022, Google re-introduced the bounce rate metric, explaining that it is the inverse of the engagement rate  (engaged sessions divided by total sessions). So in Google Analytics 4 (GA4), bounce rate measures the percentage of sessions that were not engaged. What is bounce rate in Wix Analytics? Within Wix Analytics, for Wix and Wix Studio websites, bounce rate measures the percentage of visitors who left your site after viewing only one page. This aligns more closely with the historic definition of bounce rate in UA. How to check bounce rate Many analytics tools can help you assess bounce rate. Here’s how to find bounce rate in: Google Analytics 4 Wix Analytics View bounce rate in Google Analytics 4 There are a few ways to see bounce rate in GA4. Depending on your account level access and requirements, you can add bounce rate to custom reports and explorations. Insights If you query “bounce rate” in the search bar, you can see an Insights drop-down and site panel that shows you the sitewide bounce rate.  Custom reports If you are an account admin, then you can add bounce rate as a metric in a report. For instance, in the Pages and Screens report below, I added bounce rate and engagement rate as metrics. Explorations In Explorations, you can add bounce rate as a metric, then add it to your settings so that you can see it in your visualization or table. View bounce rate in Wix Analytics When you create your website with Wix or Wix Studio, you can utilize  Wix Analytics  tools to better understand visitor behavior and bounce rate. You can view sitewide bounce rate data in the Behavior Overview section . Or, you can use the Page Visits report to get more granular data on bounce rate (along with dozens of other metrics, including URL, date, device type, user type, city, and UTM campaigns). Does bounce rate matter? Bounce rate is a measure of the proportion of users that have not engaged with your site, so it can be a useful starting point for assessing the quality of your site and the strength of your marketing funnel. A high bounce rate may indicate that more visitors are coming to your site and turning away before interacting with your content. A low bounce rate means that visitors who reach your site are more engaged and tend to click on something else before leaving.  A high bounce rate can tell you that visitors are not interested or not able to access your content or complete transactions. So, some SEOs see bounce rate as a potential signal of a need for conversion rate optimization (CRO). Taking note of bounce rate in conjunction with conversion rates may help you to determine if your site is performing well. If both are poor, then it is important to evaluate what might be causing this downturn. Bounce rate can also tell you something about your targeting and advertising. Visitors might leave your site quickly if they came for something different than what you’re actually giving them. This could happen if you are misrepresenting your product, targeting a mismatched audience, or not researching keywords properly . Is bounce rate a Google ranking factor? SEO experts will tell you that the question of whether bounce rate is a Google “ranking factor” or not comes up frequently from clients (or others) who are learning SEO. To be clear, bounce rate is not a Google Search ranking factor. During a session of Webmaster Central office hours  in 2022, John Mueller, senior search analyst at Google, addressed the misconception saying, “I think there’s a bit of misconception here that we’re looking at things like the analytics bounce rate when it comes to ranking websites, and that’s definitely not the case.”  So with regard to SEO, you can use bounce rate to assess how engaged users are with your content or page layout, but you should not expect bounce rate optimizations to have an immediate impact on page rankings. What is a good bounce rate? Understanding whether your current bounce rate is good or bad (in comparison to industry benchmarks) can be tricky because “bounce rate” measures two different user behaviors in GA4 and in its predecessor UA. Bounce rate in Google Analytics 4 The percentage of users who did not engage with your website during a session (i.e., their session lasted less than 10 seconds and/or did not have multiple screen or page views). Bounce rate in Universal Analytics (deprecated) The percentage of all sessions on your site in which users viewed only a single page. If you’re looking to compare historic bounce rate benchmarks from UA, referencing a tool like Wix Analytics (which uses the same bounce rate assessment as Google’s Universal Analytics) can help you compare data more consistently. Depending on your industry and the type of site that you have, you should expect different bounce rates. For example, a page that sells products or services should not have the same bounce rate as a blog. Since the goals of the two sites are different, the expectations of how many people click to navigate to another point on your site should also differ. It’s also important to consider the devices people use to access your site. Depending on your content/offerings, it is possible that users reaching your site from a mobile device might not take any additional actions. Instead, they might wait to browse your site from a desktop. You could therefore see a large difference in bounce rate between mobile device users and desktop users. According to data  from Custom Media Labs, desktop users bounce 42% of the time across industries and website types (on average). They also found the average bounce rate for mobile devices to be about 16% higher across industries.  This indicates that many users bounce, and that you can have a perfectly healthy website that sees almost half of its visitors bouncing. However, it is always important to strive to increase engagement and decrease your bounce rate as this can help your business grow and thrive. How to reduce bounce rates and improve engagement To truly understand bounce rate, you also need to understand what can cause it to fluctuate (and thereby how you can improve it).  Bounces can occur for a number of reasons—for example, a user might: Fail to engage with a page because it did not load Arrive at a page and quickly return to search because they need to refine their query Arrive from Google via a jump-to-text link which immediately answers the question An example of a jump-to-text link in Google Search. And then there are other cases in which a page might intentionally send users away from the website or into a different channel. For instance, a page or screen with a phone number might have higher bounce rates on desktop than mobile because users are picking up the phone. All of this to say that a high bounce rate might not mean that there is anything wrong with the page.  However, if you want to explore changes in engagement rates, it’s worth taking time to: Check for technical issues Test your content Review PPC campaigns Check for technical causes that lead to low engagement and high bounce rates Slow loading times can impact engagement rates. A website that takes a while to load may cause users to turn away without even seeing your site.  You can use tools like Google’s PageSpeed Insights  or the Wix Site Speed Dashboard  to check your website’s loading time. You can reduce your site’s loading time by ensuring that you haven’t overloaded it with excessively large photos or videos, and that you’re limiting the number of fonts. Simple changes can have a huge impact on how many visitors reach your website. Test your content priority and UX Examine the navigability of your site and its user experience (UX) design.  Good website navigation and UX help visitors understand how to use your site and reach the pages they’re looking for. Poor design can mean that a visitor can’t find a button that they are looking for or, alternatively, that clicking on a button will result in an unexpected and unwanted outcome.  You can mend such design blunders by changing the text or visibility of the buttons on your site. Optimizing small details, like the color of your site’s buttons in contrast to the background can affect how users experience your site. Review your PPC campaign targeting Conveying your product accurately on all advertising platforms is another potentially potent factor for reducing your bounce rate.  It is easy to imagine a scenario where you sell a product that provides a free trial. Therefore, it might feel appropriate to advertise your product as “free,” as it helps bring in more users and can ultimately lead to more conversions than you might have otherwise had. However, it’s possible that once users reach your product and understand the true costs that come along with it, they will turn away.  This lack of congruence between ad and reality can lead to a high bounce rate. Review your campaign landing pages and make sure they align with the keyword intent  for the ads. Alternatives to bounce rate Tools that measure user interactions via heatmaps, scroll tracking, and other methods can give you much more actionable information on user behavior.  Bounce rate can provide you with some top-level information, but it is rarely useful as a standalone metric because there are so many reasons why someone might bounce and because some engagement metrics can give false positives. An example of a heatmap in Microsoft Clarity. Source: Microsoft. For instance, a session where a user came to your website, clicked a broken button four times, and then left, would be seen as an “engaged” session—with no bounce. But, UX auditing tools can identify that as “rage clicking,” which would tell you to update the broken link. While bounce rate can provide some view into how users are interacting with your pages, those who are looking to monitor user engagement more closely should consider CRO and UX tools, like Microsoft Clarity  (shown above).  Engagement is more complicated than just bounce rate There are so many contributing factors to what makes a page earn a high engagement rate (and thus a low bounce rate). The fact that this metric has evolved over the last few years is a testament to that.  If you’re just getting started with bounce rate as an SEO reporting metric, remember to adjust your expectations for your business model and the way users are intended to interact with your pages. Remember, it’s more important that users are engaging with your brand and giving you their business than it is to target an arbitrary bounce rate. Crystal Carter - Head of SEO Communications, Wix   Crystal is an SEO & digital marketing professional with over 15 years of experience. Her global business clients have included Disney, McDonalds, and Tomy. An avid SEO communicator, her work has been featured at Google Search Central, Brighton SEO, Moz, DeepCrawl, Semrush, and more. Twitter  | Linkedin

Author: Mordy Oberstein Available in: English , Português , 日本語 , Deutsch , and Français    Get started by: Creating a website → Having a strong focus topic is becoming increasingly important for driving organic traffic from Google to your website. What’s more, establishing your focus topic helps to both refine your site’s overall identity and your target audience. One way to approach this journey towards topic and audience refinement is to choose the right focus keywords for your website. This is why we’re proud to partner with SEO toolset provider Semrush to give Wix users the data they need to better establish the focus of their websites. To make the most of these new capabilities, this article will walk you through: An overview of the Semrush integration within Wix Connecting your Wix account to the Semrush integration Getting started with Wix’s Semrush integration How to use the Semrush keyword research integration effectively Using your focus keywords in the SEO Setup Checklist An overview of the Semrush integration within Wix For those unfamiliar with the platform, Semrush is a leading provider of SEO-related data. In short, the platform helps you better understand your digital presence as well as that of the competition. The partnership we’ve established with Semrush focuses on the keyword research data it provides and integrates that data into the initial Wix SEO Setup Checklist (formerly known as the Wix SEO Wiz) found inside the Wix dashboard. We’ll explore the available data in more detail shortly, but first, here’s a quick look at the information you can access via the integration: As we’ll soon see, this data can enable you to refine the core topics (referred to in the SEO Setup Checklist as “keywords”) that are used as part of the foundational SEO setup for your Wix website. By refining the core topics (again, more commonly referred to as “keywords”) you give your site a better chance to rank on the search engine results page (SERP), target qualified traffic, and ultimately bring in more revenue. The completed Wix SEO Setup Checklist. Once discovered, these core topics (or “keywords”) can then be used to complete the SEO Setup Checklist, as optimizing things like the SEO title tags for your foundational pages ( homepage , about page, etc.) will require you to use one of your core keywords (when done via the Wix SEO Setup Checklist ; this is not a requirement if you are optimizing via the Wix Editor or other parts of the Wix dashboard). Simply put, the workflow when using the Semrush integration in conjunction with the Wix SEO Setup Checklist looks like this: 01. Refine your core keywords using the Semrush integration 02. Select your core keywords 03. Implement your core keywords as laid out in the SEO Setup Checklist Task completion within the Wix SEO Setup Checklist requires the implementation of one of the site’s core keywords. In the next section, we’ll take a look at how, exactly, to get started with this process. Before we move on, though, you should know that you do not need to pay to access the Semrush dataset—Wix site owners have limited access for free (more on this later). Connecting your Wix account to the Semrush integration When utilizing Semrush integration data as part of your Wix SEO Setup Checklist (and beyond) the first thing you need to do is connect your Wix account to Semrush. To do this, you need to access the SEO Setup Checklist via the Get Found on Google option in the Wix dashboard (within the Marketing & SEO section of your left-hand navigation panel). As you proceed through the checklist, you’ll be guided to an option to utilize the integration to choose your core keywords. If you have already started this process, then simply click the edit button within the SEO Setup Checklist to modify your current keyword selection. In either case, to access Semrush data, you’ll be prompted to establish a connection between Semrush and Wix. Once the connection has been established, you’ll be able to search through Semrush’s database for applicable keywords. There are two things to be aware of here: 01. You can add a maximum of five keywords to your SEO checklist. 02. If you are using the free version of Semrush, you will have the ability to run 10 keyword searches in a 24-hour period. If you already pay for Semrush, your access is dictated by your Semrush subscription. Getting started with Wix’s Semrush integration Now that your Wix site is connected to Semrush, how do you go about using the tool? Let’s first explore the data that is available to you so that we can get into a few actual use cases. For starters, the Semrush data works according to geolocation. That means you will get access to focus keyword ideas and data that are specific to a particular country. This is very important because the results can, in many cases, differ drastically depending on the country you select. Make sure you have the right country selected before searching for keyword ideas via the Semrush integration. With a country selected, you’re ready to get started searching for keywords to utilize within your SEO Checklist Setup (and beyond). To get started, search for a term that is closely associated with the core product, service, or topic that your site focuses on. For example, if my site sells ceiling fans, I might start by searching for the terms ceiling fans (we’ll soon see why we need to refine this term in order to choose an effective focus keyword): As you can see above, Semrush returns a slew of data. Let’s quickly look at what we have here (which will, in turn, show us why need to dig a bit deeper before selecting a focus keyword): Volume — This gives us an estimate of how often the keyword is searched for on Google each month. Trend — This shows the changes to the monthly search volume over time. Difficulty to rank — A composite metric that estimates how hard it would be to rank for the keyword given the competitive landscape on the Google SERP. Search intent — The intent associated with why a user would search for that particular keyword. Search intents can include informational, navigational, commercial and transactional queries (read our post on keyword and user intent to learn more). In this example, the first keyword option suggested by Semrush, ceiling fans , is searched for around 110K times per month, labeled as hard to rank for, with a trend that might indicate some seasonality (i.e., the dip in the Trend could reflect fewer searches depending on the time of year, which makes sense as who needs a fan when it’s cold out?). So, while trying to get your site to rank for ceiling fans is alluring because so many people search for the keyword each month it is, all things considered, not the best place for you to start as it is extremely difficult to rank for. If you search the keyword on Google (which you should always do when planning your content), you will see all sorts of eCommerce juggernauts, from Home Depot to Amazon to Wayfair, ranking for the keyword. As it stands now, the average site would be highly unlikely to rank for a keyword such as this and, at minimum, this would take a very long time to achieve (and, all other things being equal, only after a gargantuan amount of effort). If this is the case, how then do we use the Semrush data integration to choose the right focus topics/keywords? How to effectively use Wix’s Semrush keyword research integration The idea when choosing a focus keyword is that it should be exactly that—focused. Targeting an extremely broad (and therefore competitive) keyword with thousands upon thousands of searches a month is not usually very focused. The sites that rank for these kinds of keywords (keywords like ceiling fans ) have been operating in their respective industries for a long time and are leaders within the space. If that’s you, then great—you can certainly optimize your page’s title tag, headers, body content, etc. to target a broad keyword like ceiling fans . (For the record, an optimized page is not one that is written for search engines—your content should be written for users first .) However, for most sites, this kind of keyword is probably out of reach and might be something worth revisiting as the domain gets stronger. Dig deeper into keywords and topics with Semrush In the meantime, you can use the Semrush integration to dig deeper and find the right focus topics (again, I say topics over keywords because it’s not about a word per se, but how your site targets a topic overall). In our case, we need to ask ourselves if the site has a specific focus or point of differentiation from other sites selling ceiling fans. Perhaps the site focuses on designer ceiling fans or a specific type of ceiling fan, for example. In such a case, I might research the keyword designer ceiling fans : While the search volume is not anywhere near the 110K seen for the head term ceiling fan , it is a far more attainable keyword, with a search volume of 720 and a “medium” difficulty to rank. What’s more, it’s a far more targeted keyword that speaks directly to the target audience. Creating a home page that focuses on this segment of “ceiling fan” is more likely to produce qualified leads and not just rope in users from Google who are bound to be uninterested in the product itself, as most folks searching the term ceiling fans are likely looking for the typical product, not a designer edition of it. Let’s say, however, that you’re not exactly sure of the unique angle you should take. Alternatively, you can scroll through the initial results Semrush offers to see if there is a more targeted phrase that speaks to your business. For argument's sake, let’s assume your site mainly sells outdoor ceiling fans. While not an “easy” keyword to rank for, the term outdoor ceiling fan is far more attainable (and speaks to the business itself) while presenting a very nice search volume of 14,800 searches on Google per month: Still, a quick search on Google shows the same authority juggernauts dominating the SERP: It’s hard to compete for the term outdoor ceiling fans when a huge retailer like Lowes and the manufacturer itself (in this case, Hunter) are dominating the rankings. So, what now? Dig deeper. In this case, I would see if there is something unique about the outdoor fans this business sells, or if they are trying to sell these fans to a particular audience. Perhaps the site is focused on commercial customers. If so, Semrush already offers a topical suggestion that fits with industrial outdoor ceiling fans : Yes, roughly 500 people search for this term per month, not 15K. However, it is far more attainable to rank for and far closer to what our fictitious ceiling fan website actually offers (meaning that the site is more likely to produce sales, not just pull in traffic, when ranking for this keyword, all other things being equal). A quick Google search shows that, while big players like Amazon and Home Depot are still ranking, the SERP is also peppered with more niche sites as well: This tells us that ranking for the keyword, while not exactly easy, is feasible. Thus, targeting the term industrial outdoor ceiling fans with content that speaks to the topic on your home page, in your headers , in your title tag, etc. makes good sense and is a keyword to add to your list within the SEO Setup Checklist . There is one more quick point to make here: While you can use the Semrush integration to choose core topics/keywords to utilize in your Wix SEO Setup Checklist , you don’t have to use it that way. Rather, you can use the Semrush integration simply to find good topics to write about, either via a product page or even a blog post. For example, when searching for outdoor ceiling fans , Semrush came back with a suggestion to target the term 60-inch outdoor ceiling fan . While I wouldn’t make such a specific product the main focus of my site, seeing that 390 people search for the product each month, that the term is transactional (meaning the intent of the searcher is to buy something), and that it’s an “easy” keyword to rank for, I would definitely create a specific product page if I offered such a product. I might even write a blog post about 60-inch outdoor ceiling fans! The point is, you can use the Semrush data to either help you complete the Wix SEO Setup Checklist or just to find ideas about what to write about and target! Finding the fight informational keywords and content focus Let’s run through another example, this time focusing not on eCommerce content but on informational content (like a blog, etc). This time, let’s imagine our site is a gardening blog. We might be tempted to run a keyword search for the term gardening through Semrush. If we do, this is what we’d get back: The results include a lot of very high search volume suggestions that are either extremely hard to rank for or are just irrelevant to a gardening blog (or both). Again, let’s focus our search: Does our blog talk about the history of gardening? Does it offer tips about gardening? Assuming the latter, let’s run a search for gardening tips through the tool: Now, the keyword gardening tips is most likely going to be very competitive and hard to rank for as it’s a pretty broad term that includes every variety of gardening tips. Instead, I would focus on one segment of tips. Perhaps the blog has a focus on beginner content. In which case, the suggestion (shown above) for gardening tips for beginners would be a logical place to start as it still brings in a lot of traffic from search each month with a volume of 1K, but at the same time is not considered to be “hard” to rank for. Again, it’s not just about topics and keywords to use as part of the Wix SEO Setup Checklist . Use the Semrush data to see what other topics your site could discuss. For example, if we now search for what became our focus keyword in gardening tips for beginners , we get some nice ideas for a few blog posts: While they may not be the main focus of the site, a post on flower gardening tips for beginners and another on vegetable gardening tips for beginners could be a nice addition to this fictional site, and would reinforce the general focus around beginner gardening tips. Alternatively, you could simply enter another aspect of the overall topic into the tool and find other content ideas. In the screenshot below, I searched for gardening soil and got back the kernel of what might be a nice post on the difference between gardening soil and potting soil: Again, the point is not to limit yourself to only using the Semrush integration for the pages associated with your SEO Setup Checklist . Use the tool to its full capacity by finding new topics to write about on your site. And you can do all of this without ever leaving Wix. Of course, you can use the full Semrush toolset as well and can upgrade your Semrush account directly within the Wix dashboard: Coming full circle: Using your focus keywords in the SEO Setup Checklist Before we wrap things up, I’d like to come full circle and explain what to do with the focus keywords you end up selecting via the Semrush integration. For this, let’s use the term we decided on above: industrial outdoor ceiling fans . For starters, if the site solely sells this sort of fan, we might create a title tag for the homepage along the lines of: Industrial outdoor ceiling fans by Name of Business You don’t need to go to the Wix Editor to do this, you can add it directly in the SEO Setup Checklist : Along with that, I would be sure to include content on the homepage that broadcasts that this site focuses on selling industrial outdoor ceiling fans. To that end, I would either include an H1 or H2 header that discusses that the site sells that type of product, with at least a short paragraph further explaining what exactly it is that the site offers in this regard (for more on optimizing your homepage, watch our webinar on homepage SEO ). Per the Wix SEO Setup Checklist, there should be some content, at a minimum, on your homepage that aligns with your core topic/keyword. It’s also possible that industrial outdoor ceiling fans are just one type of product that I offer. Perhaps my site sells all sorts of industrial fans. I might then have a dedicated landing page or collection page honing in on industrial outdoor ceiling fans. In this case, I would optimize those landing or collection pages by doing the same—writing a title tag along with headers and body content that aligned with my products. Lastly, I want to reemphasize that good content focuses on the user, not on having certain phrases in certain places. If you set your sights on creating well-structured content that is focused and speaks to a target audience, you’ll likely create content that follows SEO best practices as a natural result. It’s all about quality content that makes the user’s experience as seamless and purposeful as possible. If you create content that aligns with that credo, you can’t go wrong. Mordy Oberstein - Head of SEO Branding, Wix Mordy is the Head of SEO Branding at Wix. Concurrently he also serves as a communications advisor for Semrush. Dedicated to SEO education, Mordy is one of the organizers of SEOchat and a popular industry author and speaker. Twitter | Linkedin