How to Conduct a Wix SEO Audit: Step-by-Step Expert Guide

A Wix SEO audit is the foundation of any successful optimisation campaign. Without knowing exactly where your website stands today, you cannot prioritise the right actions or measure improvement. This guide walks through the exact audit process I use for every new Wix client project.

Phase 1: Data Gathering (Before You Touch Anything)

Collect baseline data before making any changes. This gives you a benchmark to measure results against and helps you prioritise the highest-impact fixes.

• Pull 6-month organic traffic trend from Google Analytics 4
• Export keyword rankings and impressions from Google Search Console
• Note current domain rating from Ahrefs or Semrush
• Record average Core Web Vitals scores from PageSpeed Insights
• List your 10 most important target keywords and current ranking positions

Phase 2: Technical SEO Audit

Technical issues prevent Google from properly crawling, indexing, and ranking your Wix website. These must be fixed before on-page or content work delivers full results.

• Run Screaming Frog crawl to identify broken links, missing metadata, and duplicate content
• Check Google Search Console's Index Coverage report for crawl errors
• Test page speed with PageSpeed Insights (both mobile and desktop)
• Verify structured data with Google's Rich Results Test
• Check robots.txt is not accidentally blocking important pages
• Confirm XML sitemap is submitted and up to date in Search Console

Phase 3: On-Page SEO Audit

On-page analysis identifies optimisation gaps in your existing content and page structure. Export all page titles and meta descriptions from Screaming Frog and audit each one.

• Identify missing or duplicate title tags
• Flag meta descriptions that are too short, too long, or missing
• Check H1 tag usage — one per page, containing primary keyword
• Audit internal linking structure — identify orphaned pages
• Review image optimisation: file sizes, alt text, file names
• Check for keyword cannibalisation — multiple pages targeting the same keyword

Phase 4: Content Audit

A content audit categorises all your pages into: keep as-is, improve, consolidate, or remove. This is often where the biggest ranking gains come from.

• Export all URLs with their organic traffic from GA4
• Identify low-traffic pages that could be improved or consolidated
• Find content that ranks on page 2–3 and could be pushed to page 1 with updates
• Spot content gaps by comparing your topics to top competitors
• Flag outdated statistics, dates, and information for updating

Phase 5: Backlink Audit

Backlinks remain a powerful ranking factor. Understanding your current backlink profile tells you both your authority level and any toxic link risks.

• Pull full backlink report from Ahrefs or Semrush
• Identify referring domains and their domain authority/rating
• Flag potentially toxic or spammy links
• Compare your backlink profile to the top 3 competitors for your target keywords
• Identify link building opportunities from competitor analysis