In the competitive digital landscape of 2017, selecting the right website platform remains a critical decision for businesses seeking strong search engine visibility. While content quality and backlink strategies have always been paramount, the technical foundation of a website significantly impacts its SEO potential. This analysis examines the leading website platforms available in 2017, evaluating their SEO capabilities based on current functionality, control over fundamental SEO elements, and ongoing improvements to search friendliness.
Content Management Systems vs. Website Building Platforms
The digital marketplace offers distinct categories of website creation tools, each with different SEO implications. Content Management Systems (CMS) like WordPress provide extensive control but require more technical expertise, while website building platforms like Wix offer user-friendly interfaces with varying degrees of SEO customization.
According to industry analysis, WordPress stands as the dominant CMS with 62.6% market share, followed by Shopify (6.5%), Wix (4.2%), Squarespace (3.1%), and Joomla (2.4%). While Shopify is technically a CMS, it's better classified as an eCommerce platform due to its specialized functionality.
WordPress: The SEO Powerhouse
WordPress emerges as the preferred choice for SEO-focused websites in 2017, primarily due to its flexibility, extensive plugin ecosystem, and comprehensive control over on-page SEO fundamentals. The platform's "full control over all on-page SEO fundamentals" and "huge community support" give it a significant edge over competitors.
One of WordPress's greatest strengths is its robust plugin ecosystem, which addresses virtually every SEO need. In 2017, Yoast SEO stands out as one of the premier WordPress plugins, offering essential features including:
- Keyword research and integration
- XML sitemap generation and submission
- Google Analytics integration
- On-page analysis
- Real-time content optimization
WordPress's inherent advantages extend beyond plugins. The platform provides native support for critical SEO elements such as customizable URL structures, proper heading tag hierarchy, and meta description customization. Combined with its strong community support and continuous development, WordPress remains the top choice for businesses prioritizing SEO.
Wix: The Improved Contender
Once criticized for significant SEO limitations, Wix has undergone substantial improvements by 2017, emerging as the "clear winner" in the website building platform category. Industry observers note that Wix offers "much greater control over SEO fundamentals than its peers" in the website building space.
Wix's evolution is particularly noteworthy, as it has become the "fastest improving CMS when it comes to SEO basics." While the platform still has "some few remaining SEO problems," it is no longer universally recommended against, especially for simple brochure sites.
Businesses considering Wix should be aware that while the platform has improved, proper implementation of its SEO features remains crucial for achieving strong search visibility. Unlike WordPress, which relies on plugins for advanced SEO functionality, Wix provides built-in tools that users must leverage effectively.
Other Notable Platforms
Beyond WordPress and Wix, several other platforms demonstrate varying levels of SEO capability in 2017:
Squarespace
As a popular website building platform, Squarespace offers a balance between aesthetic design and functional SEO capabilities. While not specifically highlighted as a top SEO platform, it falls into the category of platforms that are "pretty good when it comes to doing SEO" according to industry experts.
Joomla
Joomla represents a traditional CMS option with approximately 2.4% market share. Like WordPress, Joomla provides full control over on-page SEO fundamentals, though it lacks the same level of widespread community support and dedicated SEO plugins.
Webflow
Emerging as a strong contender, Webflow positions itself as "one of the best website builders for SEO." The platform provides comprehensive SEO functionality out-of-the-box, including:
- Creating proper metadata
- Generating sitemaps
- Configuring robots.txt files
- Setting canonical tags
- Adding alt text to images
Unlike WordPress, which relies on plugins like Yoast SEO, Webflow incorporates these features natively, potentially reducing security vulnerabilities associated with third-party plugins. Several enterprise companies, including Upwork, Monday.com, Dropbox, and Lattice, utilize Webflow for their SEO-critical websites.
Ecommerce Platforms for SEO
For online retailers, selecting an eCommerce platform with strong SEO capabilities remains crucial for product visibility. In 2017, several platforms stand out for their SEO-friendly features:
Shopify
Leading the eCommerce category, Shopify excels in "Ease of Use, Checkout" making it particularly suitable for small to medium-sized businesses. The platform provides essential SEO functionality including customizable URLs, mobile optimization, and sitemap generation.
Key SEO Features Across Platforms
Regardless of platform selection, several fundamental SEO features remain essential for search visibility in 2017:
Content Management
- Ability to create and organize content effectively
- Support for various content types (text, images, video)
- Proper heading tag hierarchy (H1, H2, H3, etc.)
Image Optimization
- Option to add descriptive ALT text
- Ability to assign unique, descriptive filenames
- Image compression capabilities
Meta Data Control
- Customizable title tags for each page
- Unique meta descriptions
- Open Graph tags for social sharing
Technical SEO Elements
- XML sitemap generation
- robots.txt configuration
- Canonical tag implementation
- Mobile-responsive design
Performance Optimization
- Fast page loading times
- Clean URL structures
- Proper handling of JavaScript (particularly relevant for platforms like Wix)
Conclusion
The platform landscape for SEO in 2017 presents businesses with multiple viable options, each with distinct advantages. WordPress maintains its position as the premier choice for SEO due to its unparalleled flexibility, extensive plugin ecosystem, and comprehensive control over on-page elements. Meanwhile, Wix has emerged as a strong contender in the website building category, demonstrating significant improvements in SEO capabilities.
For specialized needs, Webflow offers a compelling alternative with native SEO functionality, while Shopify remains the go-to solution for eCommerce businesses. Ultimately, the "best" platform depends on specific business requirements, technical resources, and SEO objectives. Regardless of platform selection, proper implementation of fundamental SEO features remains paramount for achieving search visibility and driving organic traffic in 2017.