WordPress vs Webflow vs Wix vs Squarespace vs Hubspot CMS for SEO

Ever felt like a kid in a candy store, overwhelmed with choices when it comes to website builders? You’re not alone. Let’s jump into this ever-growing arena and see which platform and website builder is the best for SEO.

Please note: This article comparison of top website builders for SEO is neither sponsored nor does it contain any affiliate or referral links. I’m not being paid to advocate for any specific platform. Instead, the insights and evaluations you’ll find here are based out of over 10+ years of hands-on experience providing SEO services in Alberta. I’ve worked with a range of businesses internationally, from small startups to medium-sized organizations, all the way to enterprise-scale companies. The goal is to offer an impartial, expert perspective to help you make an informed choice.

Why SEO is critical for your website

SEO, or Search Engine Optimization, is the digital equivalent of a beacon, ensuring your website shines brightly amidst the vastness of the internet. Without effective SEO, your site can easily get lost in the sea of countless other websites, no matter how good your content or services are.

These days your website often serves as the primary touchpoint between your business and potential customers. Hence, visibility is key. With so many businesses vying for attention online, how do you ensure yours stands out? This is where SEO comes into play.

Your website’s structure and code can be likened to a building’s foundation. Just as a strong foundation ensures the longevity of a building, well-optimized website code ensures your site’s performance and reliability. If there are issues or inefficiencies in the code, it can lead to shortcomings in your website’s search performance. Technical SEO addresses these issues, ensuring that search engines can effectively access, crawl, and index your site, providing it the visibility it deserves.

In essence, SEO is not just a luxury but a necessity for any business hoping to make a mark online. It ensures that your digital presence is not just existent but is prominent and easily discoverable by potential customers.

5 key considerations for website builder SEO features

With so many website builders available today, how do you sift through the noise and pick one that ticks all the right SEO boxes? It’s crucial to prioritize certain SEO features, ensuring your site not only looks good but also performs well in search rankings. Let’s review five of the most important things to consider when choosing a website builder or CMS (content management system) for SEO.

1. Importance of clean, crawlable code

Search engine robots are like meticulous house inspectors, checking every nook and cranny. When you opt for website builders that spit out messy, non-semantic HTML (as many no-code builders unfortunately do), these robots might get confused, misinterpret the content, or miss it altogether. Imagine building a store where some aisles are inaccessible – that’s essentially what you’re doing with a poorly coded website.

No-code builders (or drag-and-drop website builders) are continually improving, but when selecting a website builder, it’s crucial to find one that supports not only no-code functionalities but also permits full customization of HTML and CSS components, for example being able to use semantic HTML, adding schema markup and structured data, having control over inline CSS vs external CSS or leveraging different techniques like CSS grid vs flexbox, and so on. This ensures you have complete control over the code quality, granting the ability to optimize aspects such as site speed, heading structure, and more.

2. Scalability is a must

You wouldn’t want to relocate your shop every time you want to add a new product, right? Similarly, a good website builder should offer scalability. It should have a plethora of plugins and customization potential so that as your business grows, your website can easily adapt without requiring a complete overhaul.

Take, for instance, an e-commerce site. If you’re starting with a modest product range but foresee expanding to thousands of items, it’s crucial that your platform can easily generate an automated sitemap, ensuring search engines efficiently index every product page.

Another scenario to consider is international expansion. If you’re a company with aspirations to grow globally or cater to multilingual audiences, your website builder needs to be up to the task. It should support localization features such as hreflang tags to tell search engines which language you’re using on a particular page. Moreover, it should offer flexibility in URL structure, allowing for segmentation by region or language. In essence, scalability isn’t just about growing bigger; it’s about growing smarter and ensuring your platform can accommodate every twist and turn of your business journey.

3. Built-in SEO features or external plugins

SEO is ever-evolving due to Google constant and frequent algorithm updates. What’s relevant today might not be tomorrow. Therefore, you need a platform that either has robust SEO features baked in or, at the very least, allows for the seamless integration of external tools and plugins.

For instance, WordPress offers some of the best SEO apps and plugins like Yoast, LinkWhisper, AIOSEO, Easy Table of Contents, and RankMath. These SEO plugins for WordPress provide a comprehensive suite of tools and recommendations to optimize your site for Google. These plugins can help simplify tasks such as customizing meta tags, adding schema markup, adding table of contents, automating internal linking, generating sitemaps, and editing the robots.txt file.

The ability to efficiently manage these elements is pivotal, as they directly impact how search engines understand and rank your site. It’s akin to having a store where you can instantly rearrange and optimize the layout based on customer behaviour and preferences.

4. Page speed and core web vitals (CWV)

Think of site speed and core web vitals like the air conditioning in a physical store. Customers might not always notice when it’s working, but they’ll definitely notice (and probably leave) when it’s not. Plus, many studies have shown every second counts – every additional second your website takes to load can result in more lost conversions and leads.

Google, the king of search, doesn’t just prioritize speed; it’s now a significant ranking factor, especially with the emphasis on core web vitals. To ace this, your website builder should ideally come equipped with features or support plugins that can:

• Automatically compress and resize images: Heavy images are a common culprit behind slow loading times. The ability to auto-optimize them without quality loss is invaluable.
• Convert images to webP format: webP offers superior compression and quality characteristics compared to traditional formats like PNG and JPEG.
• Minimize JS/CSS: Reducing the amount of JavaScript and CSS or using asynchronous scripts can significantly speed up your website.
• Remove unused CSS/JS: Over time, websites can accumulate redundant code. Cleaning up and getting rid of what’s not necessary can trim load times.
• Utilize a Content Delivery Network (CDN): CDNs help distribute the load, saving your website from potential crashes during traffic surges and speeding up access for global users.
• Implement caching: Caching stores copies of files in strategic locations, allowing for faster access and reduced server strain.

Ensuring these functionalities either come built-in or can be easily integrated will make sure that as your website grows and evolves, it remains swift and user-friendly. Not only will this cater to the preferences of your visitors, but it’ll also keep search engines like Google happy.

5. Marketer-friendly with minimal developer need

Lastly, while the allure of custom-built websites and Single Page Application (SPA) websites built on the likes of React, Gatsby, NextJS, Svelte, AstroJS, and so on might be tempting for their sheer power and flexibility, think of the long game. Think of the marketers, your SEO team, your content team and your publishing team. Will the platform you’re considering allow them to easily do their jobs and manage the site?

Marketers and SEO teams should be able to make on-the-fly changes and on-page optimizations such as easily updating meta tags, headings, copy, and other crucial page elements. Creating and publishing new content should also be seamless and not require constant developer intervention. A complex platform can hinder this agility.

Indeed, the option to implement a headless CMS like Contentful, Strapi, and Sanity are available. These systems allow for a decoupled content management approach that’s developer-friendly. However, it’s worth noting that even with a headless CMS, there can be limitations and struggles. While they offer more freedom in content delivery, they might still pose challenges for marketers when it comes to on-the-spot, granular page customizations. Balancing power with practicality is key, ensuring that while technology scales, user-friendliness isn’t compromised.

In summary, for your digital shop to thrive, you need more than just an online presence. You need a solid, SEO-friendly foundation, tools to grow and adapt, speed and user experience prowess, and ease of use for those steering the ship. That’s why the choice of your website builder is paramount. It’s not just about today; it’s about ensuring success for many tomorrows to come.

Best Website Builders for SEO

1. WordPress: The OG of Website Builders

Originating in 2003, WordPress stands tall as the pioneer of website building. But with age comes wisdom, and WordPress has refined its offering through the years. Let’s dive into its SEO capabilities.

WordPress SEO Strengths

• Customizability: Think of WordPress as your childhood LEGO set. With its modular nature, your imagination sets the bounds—or in this instance, plugins. Renowned SEO plugins like Yoast and RankMath simplify on-page optimizations. Simultaneously, the rich ecosystem offers plugins for diverse tasks, including meta tag customization, schema markup integration, sitemaps, robots.txt edits, and more.
• Localization: Expanding to global audiences is streamlined with plugins like WPML (WP Multilingual Plugin). These plugins facilitate creating multilingual websites, ensuring smooth implementation of hreflang tags, and providing URL structures segmented by language, making your content globally accessible without harming SEO.
• Community: Given its vast user base, community support for WordPress is unparalleled. Whether it’s a peculiar SEO challenge or a generic query, there’s a high chance someone has already addressed it, often in the form of a comprehensive guide or forum discussion.
• Builders Tailored for SEO: While Elementor and Divi have their following, they may not be the zenith of SEO and speed optimization. Alternatives such as Bricks Builder and Oxygen Builder are noteworthy for their streamlined nature and SEO compatibility, ensuring a harmonious blend of design and clean, SEO-optimized code.

Potential SEO Weaknesses of WordPress

• Performance: Here lies the paradox: bolstering your SEO with numerous plugins can inadvertently weigh down your site. This can be a jarring irony as a sluggish website can dent SEO rankings. Thus, it’s crucial to strike a balance—incorporating functionality without jeopardizing performance.
• Complexity: WordPress offers a realm of possibilities but doesn’t necessarily serve it on a silver platter. Its profound flexibility comes with a learning curve, especially for those new to SEO. Without proper direction, navigating WordPress might feel akin to assembling a multifaceted IKEA item with the occasional missing component.

Is WordPress good for SEO?

WordPress remains a top choice for SEO-focused websites. Its adaptability and extensive features make it a reliable choice for many. Nevertheless, prospective users must be prepared to navigate its intricate landscape and occasional challenges to reap its full benefits.

2. Webflow: The Designer’s Dream

Stepping into the spotlight in recent years, Webflow has made quite the splash in the world of website building. Offering a visually striking interface and design-first approach, Webflow seems to be a designer’s dream. But is it an SEO’s dream too?

Webflow SEO Strengths

• Visual Customization with SEO in Mind: Webflow’s interface lets you visualize the design and structure simultaneously. This means you can ensure every design element aligns with SEO best practices without diving deep into the code.
• Localization: One of Webflow’s recent game-changers is its localization feature. Expanding into global markets is easier than ever. With the ability to implement hreflang tags and segment URL structures by language, Webflow helps businesses cater to diverse audiences while maintaining SEO integrity.
• Built-In SEO Essentials: While plugins boost WordPress, Webflow comes with a suite of in-built SEO tools. This reduces the reliance on external additions and ensures foundational SEO elements, like meta tags, sitemaps, and schema markups, are integrated right off the bat.

Potential SEO Weaknesses of Webflow

• Tiered Access to Features: Here’s the caveat. To get the most out of Webflow’s SEO capabilities, one might need to opt for a higher-tier or even enterprise plan. This could limit budding businesses or individual creators who are watching their budget.
• Learning Curve: Like any new-age platform, there’s an adaptation phase. While its drag-and-drop interface is intuitive, delving into the more advanced SEO features requires a decent understanding of both the platform and SEO principles.

Is Webflow good for SEO?

Overall, Webflow presents itself as a potent contender in the realm of website builders. It provides a balance between design and SEO, ensuring that while your website looks impeccable, it also performs efficiently in the search rankings. But as always, one should weigh the features against their budget and the time they’re willing to invest in mastering the platform.

3. Wix: Simplifying Web Design

In the website builder world, Wix has carved a niche for itself, offering visually stunning designs without the complexity often associated with web development. But how does it fare when it comes to the nitty-gritty of SEO?

Wix SEO Strengths

• Wix SEO Wiz: This in-house tool is akin to a compass in the vast SEO wilderness. Designed especially for beginners, Wix SEO Wiz provides a structured roadmap, guiding users step-by-step to ensure their sites are search engine-friendly.
• Templates: Wix’s library of templates is not just about aesthetics; they come pre-optimized for SEO. This means users get a head start on search engine ranking without having to delve deep into technical adjustments.
• Page Speed and Performance: Recognizing the importance of load times for user experience and SEO, Wix provides tools and options that assist in optimizing images, using advanced caching mechanisms, and delivering content via CDNs, ensuring swift and smooth site performance.
• Localization: Catering to a global audience, Wix offers features for site translation and helps in the proper implementation of hreflang tags. While it might not be as extensive as dedicated plugins on platforms like WordPress, it’s a step in the right direction for businesses eyeing international markets.

Potential SEO Weaknesses of Wix

• Limited Advanced SEO: While Wix covers the basics, those looking to delve deeper into advanced SEO techniques might hit a wall. Customizations, like modifying the robots.txt file or integrating certain third-party tools, might be restrictive or sometimes even off the table.
• Template Lock-in: While the templates are SEO-optimized, making drastic changes or wanting to switch can sometimes lead to SEO challenges. The platform’s structure means that once you’ve chosen a template, reverting or changing can be a more complex process than on more flexible platforms.
• Site Speed Concerns: Even though Wix has tools for optimization, some users have reported that their Wix sites tend to be slower compared to counterparts built on other platforms. This can be due to various factors, including the inherent structure of the platform or the overuse of heavy media elements.

Is Wix good for SEO?

In a nutshell, Wix offers a simplified, user-friendly avenue to web design, making it an attractive choice for those who prioritize ease over exhaustive customization. While its SEO capabilities have improved over time, it’s essential to weigh its limitations against its conveniences when considering it as a platform for more ambitious SEO-driven projects.

4. Squarespace: Sleek and Stylish

Squarespace shines as the maestro of aesthetically alluring websites. With its predilection for design, one can’t help but wonder: does its prowess transcend visuals?

Squarespace SEO Strengths

• Self-contained SEO Suite: Squarespace doesn’t send users on a plugin treasure hunt. Instead, it opts for a holistic approach. From meta tags to sitemaps, Squarespace ensures users have essential SEO tools at their fingertips, integrated seamlessly within its platform.
• Mobile-First Approach: In an era where mobile internet usage often eclipses desktop, Squarespace’s dedication to mobile optimization is not just about visual appeal. By ensuring sites are responsive and adaptive across devices, Squarespace doesn’t just satiate users—it earns nods of approval from search engines, particularly Google, which prioritizes mobile-friendly sites.
• Secure and SSL Encrypted: Recognizing the importance of security in the eyes of search engines, Squarespace ensures all its sites come with SSL certificates. This not only boosts trust among visitors but is also a positive ranking signal for search engines.

Potential SEO Weaknesses of Squarespace

• Culinary SEO?: A Set Menu Approach: While a set menu at a restaurant might offer delicious options, it does curtail culinary exploration. Similarly, Squarespace, while providing robust SEO tools, sometimes limits the adventures of users seeking ultra-specific or advanced customizations. While many find its offerings ample, power users might occasionally yearn for more flexibility.
• Template Constraints: Squarespace’s templates are undeniably exquisite, but they come with structural rigidity. Unlike platforms that allow under-the-hood tinkering, Squarespace enforces design and structural boundaries that might, at times, limit SEO tweaks.
• Integration Limitations: The world of SEO is vast and ever-evolving, and sometimes third-party tools and solutions emerge as frontrunners. Squarespace’s ecosystem, while robust, might not always be as accommodating for certain integrations compared to more open platforms.

Is Squarespace good for SEO?

At the heart of Squarespace is a commitment to amalgamating form and function. It beckons to those who value design without wanting to drown in technicalities. Yet, while Squarespace has made commendable strides in SEO, it’s essential for potential adopters to balance the allure of its visuals against any SEO-specific requirements they might have. In essence, it offers a harmonious blend for many, but those seeking exhaustive SEO customization might need to weigh their priorities.

5. HubSpot CMS: The Marketing Powerhouse

When you think of HubSpot CMS, envision a robust platform where content doesn’t just exist — it thrives, bolstered by a suite of powerful marketing tools. This union promises seamless integrations and workflows, but the lingering question remains: does its SEO prowess match its marketing muscle?

Hubspot SEO Strengths

• Cohesive Suite of Tools: HubSpot CMS doesn’t believe in a disjointed approach. Its integrated toolset ensures that users have everything from analytics to on-the-spot SEO recommendations at their disposal. This eliminates the need to juggle multiple third-party tools, streamlining the SEO process from analysis to implementation.
• Dynamic Scalability: The digital landscape is ever-evolving, and stagnancy can be an SEO death knell. HubSpot CMS shines here, offering a platform that scales alongside your business. As you expand, introduce new services, or tap into fresh markets, the CMS ensures your SEO strategies can adapt without missing a beat.
• Content Personalization: One of HubSpot’s standout features is its ability to personalize content based on user interactions and data. Such tailored content not only enhances user engagement but can also indirectly benefit SEO by improving metrics like dwell time and bounce rate.

Potential SEO Weaknesses of Hubspot

• Premium Investment: “You get what you pay for” rings true with HubSpot CMS. While it offers a plethora of advanced features, these come at a cost. For small businesses or startups on a tight budget, this investment can be a significant consideration. It’s essential to weigh the ROI and determine if the premium price aligns with the expected SEO and marketing outcomes.
• Learning Curve: HubSpot CMS is feature-rich, and while that’s its strength, it can also pose challenges. Users, especially those new to integrated marketing platforms, might face a steeper learning curve. This could lead to underutilization of its vast SEO capabilities, at least initially.
• Integration Limitations with External Tools: While HubSpot CMS offers a myriad of in-built tools, there might be occasions when businesses want to integrate specific external SEO tools or plugins. HubSpot’s ecosystem, although extensive, may not be as flexible in accommodating every third-party tool compared to other open-ended platforms.

Is Hubspot good for SEO?

HubSpot CMS is designed with marketers in mind. It effectively combines content creation with powerful marketing strategies. With built-in analytics and SEO recommendations, it stands strong in the world of CMS platforms. Its ability to scale ensures businesses can grow without worrying about their SEO efforts falling behind. The platform’s value, however, depends on how well it aligns with a company’s goals and budget. For companies looking for an all-in-one digital solution that can grow with them, HubSpot CMS is an excellent option. But for those on a tight budget or who prefer specific third-party tools, it’s essential to carefully consider their needs before choosing.

WordPress vs React for SEO

If you’re a developer, definitely think twice before diving headfirst into a complex solution built primarily on JavaScript or React for a business website. While these technologies offer incredible flexibility and dynamism, they can create dependencies. In other words, every minor change, be it a simple meta tag adjustment or a content update, might require your intervention. This could lead to constant back-and-forths with the marketing team, slowing down the iteration process and possibly increasing costs.

Furthermore, when we talk about JavaScript-heavy sites, the topics of Client-Side Rendering (CSR) and Server-Side Rendering (SSR) inevitably come up. These terms relate to how and when the content of a website is loaded and displayed, and each method has its benefits and challenges when it comes to SEO. If you’re keen on building your marketing website on React, consider a solution like NextJS, AstroJS or SvelteKit which prioritize SSR, site speed and SEO.

But, this is its own deep rabbit hole of a conversation, one that we won’t delve into in this article. Just know that these technical decisions can have profound implications on your team, website performance and SEO, making it essential to weigh the pros and cons carefully.

Which website builder is best for SEO?

All platforms have their merits, and the best choice boils down to your needs. Need flexibility? WordPress might be your guy. Looking for sleek designs with less hassle? Say hello to Squarespace. The key is understanding your requirements and weighing them against what each platform offers. Remember, the best site builder is the one that works for YOU.

Need expert guidance on building an SEO-optimized website?

If you’re planning to craft the best SEO strategy for your business, choosing the right website platform is just the beginning. Understanding the nuances of each platform and aligning them with your goals can be challenging.

Hire a top Calgary SEO expert like Glenbow Ranch SEO to ensure your website isn’t just visually appealing, but also SEO-optimized and ready to dominate search rankings. Don’t leave your digital success to chance; hire an SEO expert to guide you every step of the way.

Ready to make the leap? Get in touch for a free SEO quote and let us steer your digital journey to success!

Frequently asked questions about the best SEO website builders

1. Is WordPress free for SEO?

WordPress, as a term, can refer to two different entities: WordPress.org and WordPress.com, which often leads to confusion.

• WordPress.org is an open-source content management system (CMS), which means it’s free to download, install, and modify. This version allows users to host their website anywhere they choose. Within this version, there are numerous free SEO plugins available, such as ‘Yoast SEO’ and ‘All in One SEO Pack’. While the basic functionalities of these plugins are free and provide a solid SEO foundation, their premium counterparts come with advanced features at an additional cost.
• WordPress.com, on the other hand, is a hosting service built on the WordPress platform. While it does have a free version, it comes with limitations. SEO functionalities on the free version of WordPress.com are restricted. For advanced SEO capabilities and plugin integrations, you’ll need to upgrade to their paid plans.

In summary, while starting with WordPress for SEO can be free, depending on the version and your specific needs, you might eventually need to make some investments for advanced functionalities.

2. How beginner-friendly is Webflow for SEO?

Webflow is a powerful web design tool that integrates visual design with code generation. For SEO, Webflow provides built-in settings that cater to most basic SEO needs. However, there is a learning curve, especially if you’re new to web design concepts. That said, with the plethora of tutorials and a supportive community, beginners can gradually grasp and effectively utilize Webflow’s SEO capabilities.

3. Does Wix offer advanced SEO tools?

Wix has made significant strides in improving its SEO capabilities. It offers an SEO Wiz tool that covers SEO basics for small businesses, making it user-friendly for beginners. However, for more seasoned SEO practitioners, Wix might feel somewhat restrictive in terms of advanced customizations. While it’s excellent for small businesses and individuals, larger organizations with complex SEO needs might find it limiting.

4. Can I switch from one platform to another easily?

Migrating from one platform to another is seldom a straightforward task. Each platform has its architecture, which means themes, plugins, or tools from one might not be directly compatible with another. Additionally, during migration, there’s always a risk of losing SEO value, especially if URLs change. It’s crucial to plan migrations carefully, often involving both SEO and technical expertise to ensure minimal disruption.

5. How important is mobile optimization for SEO?

In today’s mobile-first world, mobile optimization is paramount. Google has even shifted to mobile-first indexing, which means it predominantly uses the mobile version of the content for indexing and ranking. If your site isn’t optimized for mobile, it could adversely affect your rankings, user experience, and consequently, your conversions.

6. Do all these platforms support blogging?

Absolutely! Blogging is a staple of content marketing and a vital aspect of SEO. Platforms like WordPress, Webflow, Wix, Squarespace, and HubSpot CMS all offer robust blogging tools. Having an active blog can help boost your site’s SEO by providing fresh content, harnessing long-tail keywords, and increasing user engagement.

7. Which platform is the most budget-friendly?

Both Wix and Squarespace are known for their cost-effective starter plans, making them appealing for small businesses and individuals. While they offer premium plans with more features, their basic plans are relatively budget-friendly. On the other hand, platforms like HubSpot CMS tend to be on the pricier side, especially when considering the full suite of inbound marketing tools they provide.

8. Do I need to be tech-savvy to use these platforms?

Not necessarily. Platforms like Wix and Squarespace are designed with beginners in mind, offering drag-and-drop interfaces. WordPress, while user-friendly, has a slight learning curve, especially if you delve into custom themes and plugins. Webflow, with its visual coding approach, might require some time to get accustomed to. However, with ample resources available online, even non-techies can get a hang of these platforms with a bit of dedication.

9. Should you use Unbounce for SEO?

No, Unbounce is best suited for paid landing pages or temporary campaign sites. While it provides excellent tools for quick and conversion-optimized pages, it’s not ideal for long-term SEO strategies. One major reason is that Unbounce pages are typically hosted on a subdomain, which can pose challenges for SEO. Google and other search engines often treat subdomains as separate websites. This means the SEO efforts you put into your main site might not benefit the pages on the subdomain, and vice versa. Moreover, many no-code builders, including Unbounce, may not output the most SEO-optimized code. For sustained organic growth, it’s preferable to use platforms specifically designed with SEO in mind.