Wix Website Audit Checklist: 20 Checks for a Live Wix Site

Wix does a lot for you, which is exactly why a Wix website audit finds a different kind of problem from a WordPress or Webflow one. The platform writes a title tag on every page, sets a canonical, builds and submits the sitemap, converts your images to AVIF and provisions a certificate for every domain you connect. What it does not do is write your meta descriptions, bind alt text on gallery images, redirect a renamed blog post, or let you touch a response header. A Wix site can pass a casual look and still ship blank descriptions on every page and a duplicate copy of itself on the old blog slugs.

This is a practical Wix website audit checklist you can run on a live, published site. It is organised into four areas with 20 concrete checks, the free tool to run each one, and the exact Editor panel or SEO & GEO dashboard screen where the fix lives (SEO & GEO is Wix's name for the dashboard that holds its search and AI Visibility tools, GEO standing for generative engine optimisation). It applies to sites built in the Wix Editor and, with the panel names noted where they differ, to the Studio Editor. For the platform overview first, see the free Wix website audit page, and for the generic, platform-agnostic version, see the website audit checklist.

What should a Wix website audit cover?

Four things, in order of how badly they go wrong on Wix. First, the per-page and per-page-type SEO settings: which fields Wix fills in for you, which it leaves blank, and whether a page-type rule is doing the right thing across every page it governs. Second, the indexing layer: the index toggles, robots meta tags, canonicals, robots.txt and redirects that decide what Google can see. Third, speed, which on Wix is mostly media, third-party apps and custom code, because the platform handles caching and image formats itself. Fourth, trust: the certificate, the headers you can and cannot set, and the email records that live in your DNS. The table below maps the 20 checks to those four areas.

Area	Checks	Where the fixes live
Page and page-type SEO settings	1 to 6	The page's SEO basics panel, SEO Settings under SEO & GEO, the element's Settings panel
Indexing and technical health	7 to 13	Advanced SEO on the page, Tools and settings under SEO & GEO, Custom Code under Settings
Speed	14 to 17	The Site Speed dashboard, the Media Manager, the page's Advanced Settings
Trust	18 to 20	Automatic on Wix, or in your DNS records

Page and page-type SEO settings (checks 1 to 6)

Wix has two layers here. Every page has its own SEO basics panel in the Editor (Pages & Menu, then the More Actions icon next to the page, then SEO basics). Above that, SEO Settings in the SEO & GEO dashboard applies one rule to every page of a type (main pages, blog posts, products, dynamic item pages) using variables such as the page name or site name. A page-level value overrides the rule for that page. The audit question for each field is the same: is the rule sensible, and has anyone overridden it where the rule is wrong?

1. A unique, readable title tag on every page. Wix writes one for you by default: the page name followed by the site name for a main page, the post title and site name for a blog post, the product name and site name for a product, and the primary field and site name for a dynamic item page. That is a safe default, not a good one. A page named "Services" publishes as "Services | Acme", which says nothing to a searcher. Set the title per page in SEO basics, or change the pattern for the whole type under SEO Settings. Keep titles roughly 30 to 60 characters (the checker flags anything outside 20 to 70) and test one main page, one blog post and one product with the title tag checker.
2. A written meta description on every page type. This is the field Wix leaves blank on every page type until you fill it, and a blank field is a blank tag. Write it per page in SEO basics, and for blog posts, products and dynamic pages set a rule under SEO Settings that pulls from a summary or description field so every item gets one. Aim for roughly 120 to 160 characters (flagged outside 100 to 180) and verify with the meta description checker.
3. Exactly one H1, on the right text. In the Wix Editor the tag is whatever you set on the text element: select it, click Edit Text, then SEO & accessibility, then pick from the Choose HTML tag drop-down. In the Studio Editor the same control sits in the Inspector under SEO & accessibility. The default "Heading 1" theme style does not guarantee an H1 tag, and nothing stops a second element carrying one further down. Blog posts are the exception: the post title is the H1 automatically and the in-post heading styles map only to H2 and H3. Run the H1 checker on the homepage, a main page and a product page, because each is styled on its own.
4. Alt text on every image, including galleries and backgrounds. For a single image, select it, click the Settings icon and describe it under What's in the image?. Gallery images take their alt text from the image title, and from the description if there is no title, so a gallery uploaded straight from the Media Manager with file names as titles publishes alt text like "IMG_4021". The Pro Gallery has a separate Alt Text field per image. Background images on strips, slideshows, columns and popups can carry alt text too, and usually do not. Run the alt text checker on a gallery page first, and use the bulk alt text audit guide to work through a large media library.
5. Social share fields set per page or per type. Wix exposes og:title, og:description and og:image for each page in the SEO panel's Social share tab, and for a whole page type under SEO Settings, in the Basics & social share section, where variables can pull the image from the page itself. Without them a shared link unfurls with a generic image or none. Confirm a blog post and a product unfurl with their own image using the Open Graph checker.
6. Structured data on the pages that earn rich results. Wix adds preset JSON-LD to Wix Stores product pages, Wix Bookings service pages, Wix Blog posts and Wix Events pages. Everything else has none until you add it: open the page's SEO basics, switch to the Advanced SEO tab, click Structured Data Markup and then + Add New Markup, up to five per page, or apply one block to a whole page type under SEO Settings. Check one product or post with the structured data checker and read the structured data guide for which types matter.

Indexing and technical health (checks 7 to 13)

Wix's defaults are permissive and mostly right: every page is indexed unless you say otherwise, robots.txt allows everything except protected pages, and the sitemap builds itself. The failures come from overrides that were made once and forgotten, and from two specific gaps in what Wix automates.

7. No important page is switched off. Every page has a Let search engines index this page toggle in SEO basics, and the Advanced SEO tab carries a Robots meta tag section with noindex, nofollow, nosnippet, noarchive, noimageindex and the max-snippet, max-image-preview and max-video-preview limits as checkboxes. The same controls exist per page type under SEO Settings (Customize Defaults), and per post, product, service and event in their own dashboards. A page-type default of noindex set during a redesign silently removes every page of that type. There is no single tool for this: spot-check the source of one page from each type for a robots tag, or read the Pages report in Search Console. Members-only and password-protected pages are excluded on purpose and return a 403 to Google, which is fine.
8. Canonicals point where you think. Wix sets a default canonical on every page, so the usual audit finding is not a missing tag but a wrong override. Overrides live under the page's Advanced SEO tab, then Additional Tags, then the More Actions icon next to canonical. Two things to know: an override is the right tool when tracking parameters create duplicates of one page, and changing the default canonical can remove that page from your sitemap. Check a paginated blog or category page and one page you know has been overridden, and read the canonical tags guide if a canonical points at the wrong domain.
9. robots.txt says what you mean, including for AI crawlers. The default file allows every crawler to reach every public page. You can edit it from SEO & GEO in the dashboard, under Tools and settings, then Robots.txt Editor, and Wix warns that the editor is an advanced feature its support team will not troubleshoot. Wix's own guidance for blocking AI crawlers names CCBot, GPTBot, ChatGPT-User and BingAI as user agents you can disallow here, and offers a per-page nosnippet checkbox in the Robots meta tag section to keep content out of AI overviews. Decide that deliberately: blocking the search agents removes you from AI answers as well as training sets. Check the live file with the robots.txt checker and read the AI crawler access guide for which agents matter.
10. The sitemap is live and lists what it should. Wix generates a sitemap index at /sitemap.xml and keeps it current on its own, and when you connect Search Console through the SEO Setup Checklist it submits the sitemap for you. Open it on the live domain and confirm your blog, product and dynamic page sitemaps are listed. A page missing from it usually has a changed canonical (check 8) or an index toggle switched off (check 7). The robots.txt and sitemap guide covers what a healthy pair looks like.
11. No broken links, and a real 404 page behind them. Deleted pages, renamed products and unpublished posts leave dead links in menus, footers and rich text, and Wix does not rewrite those. A custom 404 page needs a Premium plan: in Pages & Menu click Add Menu Item, then New Page, then (404) Error Page and pick a template; its URL always contains error404. Scan several pages at once with the 404 checker, and read the 404 errors tutorial for which ones matter.
12. Every renamed URL redirects once, including blog posts. When you change a page's URL slug Wix creates a 301 for you and labels it Auto redirect in the URL Redirect Manager (under SEO & GEO, Tools and settings). That covers Editor pages, Stores product and category pages, Bookings services, Online Programs and Events. It does not cover Wix Blog posts: rename a post slug and you must add the redirect by hand, which is the single most common source of 404s on a Wix blog. Group redirects handle a whole path at once, the cap is 5,000 redirects per site, and redirects only work on a custom domain, never from a free wixsite.com address. Sites that have renamed the same page twice build chains; collapse each to one hop with the redirect chain checker.
13. Custom code is accounted for. Site-wide scripts live under Settings, then Custom Code in the Development & integrations section, placed in the Head, the start of the Body or the end of the Body, on all pages or chosen pages. It needs a published site with a connected domain, and every snippet is tied to that domain: assign a different domain and the snippets are deleted, which is how a tracking setup vanishes after a domain change. Audit the list the way you would a plugin list, for retired vendors, duplicate analytics tags and third-party code that slows the page (check 17).

Speed (checks 14 to 17)

Wix handles the parts of performance most platforms leave to you: it caches almost every page, serves images as AVIF and lazy-loads galleries. What is left is what you put on the page.

14. Core Web Vitals in the green on real visits. Wix ships a Site Speed dashboard with two sections: Real visitor experience, which shows LCP, INP and CLS from your actual visitors, and Google PageSpeed simulation, a lab run on a slow device and network. It only shows data once the site has had 10 or more sessions in the last 7 days, so a new site sees nothing there. Target LCP under 2.5 seconds, CLS under 0.1 and INP under 200 milliseconds, measure a product or post page as well as the homepage, and confirm with the Core Web Vitals checker. The Core Web Vitals guide explains what each metric measures.
15. Media is the right size and the right kind. Wix converts uploaded images to AVIF automatically, so format is rarely the problem. Size and type are: Wix asks you to compress anything over 25 MB before upload, to replace GIFs with video, to keep embedded video below the fold, and to avoid background videos and heavy background images entirely, replacing them with shapes or coloured sections. Galleries belong below the fold with a Load More button rather than one long page of images. Check with the image optimisation checker.
16. Caching is on where it should be. Wix caches almost every page automatically and never caches pages for logged-in members, site search results or password-protected pages. A page can opt out: in Pages & Menu open the page's Settings, then Advanced Settings, and look for Manually control caching for this page with its reset frequency, including Never (disable caching). Pages with Velo code are cached too unless someone disabled it because the code fetches fresh data. The audit finding is a busy page someone switched to Never during development and forgot.
17. Nothing above the fold moves, and apps earn their place. Layout shift on Wix comes from embedded video and iframes without reserved space, lazy-loaded sections that expand as they load, and third-party apps injecting content after paint. Wix's own performance advice is to limit custom code and apps, so review the App Market installs and the Custom Code list (check 13) together and remove what nobody uses. The CLS guide walks through reserving space for late-loading elements.

Trust (checks 18 to 20)

Wix handles the certificate for you. Headers and email records are where the audit finds the gaps, and one of them is a limit you have to live with.

18. HTTPS on every domain and subdomain. Wix issues a certificate for every site at no cost and generates one for each custom domain and subdomain you connect, and serves the site over HTTPS. What still goes wrong is a domain connected elsewhere and pointed at Wix with stale records, or a www and root pair where one never redirects to the other. Check with the HTTPS checker and the SSL certificate checker.
19. Security headers, and an honest note about the limit. Wix sends X-Content-Type-Options on every site. Beyond that, a standard Wix plan cannot add or change response headers, by code or otherwise; HSTS, a Content Security Policy and the rest are only configurable on the Wix Studio enterprise solution. Run the security headers checker so you know exactly what is missing, then record the rest as a platform limit rather than a to-do, and read the security headers guide for what each one would have protected.
20. Email authentication for your sending domain. SPF, DKIM and DMARC live in your DNS, which for a Wix-managed domain means Domains in your Wix account, then the Domain Actions icon, then Manage DNS Records, then + Add Record in the TXT section. Wix's guidance is an SPF record plus DKIM for a business mailbox, and DMARC as well once you send more than 5,000 messages a day to Google or Yahoo addresses. Without them, form notifications and campaigns land in spam. Check with the SPF checker and the DMARC checker.

Which checks matter most?

Twenty checks is a lot, so if you are triaging, work in this order. First, anything that decides what Google can see at all: a page type switched to noindex (7), a wrong canonical override (8) and a robots.txt rule that blocks a folder or an AI search agent you wanted (9). If any of those is wrong, nothing else on the list matters until it is fixed.

Next, the fields Wix leaves blank on every page of a type: meta descriptions (2), social share images (5) and gallery alt text (4). One SEO Settings rule fixes every page of that type, which makes these the highest-return fixes on almost every Wix site.

Then the two automation gaps: blog post redirects (12) and the custom 404 page (11). Then speed, starting with the Site Speed dashboard's real-visitor numbers (14) and oversized media (15). Everything else, structured data, caching overrides, custom code hygiene and email records, is worth doing but rarely an emergency.

Common Wix-specific gotchas

A few problems show up on Wix far more than on other platforms:

• The description is blank by default, everywhere. Wix writes a title for every page type and a description for none of them. A site that never set an SEO Settings rule has as many empty descriptions as it has pages.
• Blog slugs do not redirect themselves. Every other page type gets an automatic 301 when its slug changes. Blog posts do not. Renaming a post is a manual trip to the URL Redirect Manager.
• A canonical override can empty the sitemap of that page. Changing the default canonical is sometimes right, but the page may drop out of the sitemap when you do it. Check the sitemap after every override.
• Gallery alt text is really the title field. Galleries fall back to the image title and then the description, so a gallery of files named by the camera publishes file names as alt text.
• Custom code belongs to the domain. Snippets are deleted when you assign a different domain to the site. A domain change is when analytics and verification tags disappear.
• Headers are not yours to set. Apart from X-Content-Type-Options, response headers cannot be changed on a standard plan. A security headers report on a Wix site is a known-limits list, not a task list.
• The Site Speed dashboard is empty on a quiet site. It needs 10 sessions in 7 days before it shows anything, so a new or low-traffic site has to measure with an external tool.

Knowing these patterns means you can check for them deliberately rather than being surprised by them after rankings slip.

How do you run a Wix SEO audit in one pass?

Working through 20 checks by hand across every page type is thorough but slow. To cover all of them at once, run a full free Wix website audit: it crawls your published site with no app or Velo code, follows internal links into your blog, product and dynamic pages, runs all 40 checks across SEO, technical health, performance and AI visibility, ranks the issues by estimated revenue impact, and writes the AI fix for your highest-impact issue, naming the exact SEO basics field, SEO Settings rule or dashboard tool to change. The free tier scans all 40 checks in full detail with one AI fix; Pro adds an AI-written fix for every issue and a client-ready PDF report.

The advantage of an automated audit over auditing SEO in the Wix dashboard is that it reads the published site rather than the settings. A description that looks set in the panel but is overridden by an empty page-level field, a canonical that points at the old domain, or a gallery publishing file names as alt text all show up in the crawl and nowhere else. If you would rather run individual checks as you go, the free targeted tools cover the big ones one at a time: the meta description checker, the alt text checker and the 404 checker all run in seconds with no signup.

Make it a habit

The most important thing about a Wix website audit is that you run it more than once. Every SEO Settings change, blog slug rename, app install or domain move can introduce a regression, and on Wix a regression in a page-type rule is a regression on every page of that type. Re-running the checklist after each change that touches SEO Settings or the domain, and monthly otherwise, is what keeps one blank rule from quietly becoming fifty untitled pages. Bookmark this page, or set up a recurring audit so the checklist runs itself.