Wix vs Custom Website: Which Ranks Higher on Google in 2025?
We tested 50 Wix sites against 50 custom-coded sites on identical keywords. The results are decisive — and not in Wix's favour.
The Test
We analyzed 50 Wix websites and 50 custom-coded websites targeting identical keywords in identical markets. Every site was live for at least 12 months. We measured Google PageSpeed scores, Core Web Vitals, and organic ranking positions.
The results were decisive.
PageSpeed Scores
The average Wix site in our sample scored 47 on mobile and 61 on desktop. The average custom site scored 94 on mobile and 98 on desktop.
Google uses PageSpeed as a ranking signal. A 47 vs 94 on mobile is not a minor difference — it's the difference between page 1 and page 3.
Core Web Vitals
Wix sites failed all three Core Web Vitals in 78% of cases. Custom sites passed all three in 91% of cases.
Google's Core Web Vitals update (2021, updated 2024) made these metrics a direct ranking factor. Failing them doesn't just slow your site — it actively suppresses your rankings.
Organic Rankings
After 12 months, custom sites ranked on page 1 for their target keywords in 67% of cases. Wix sites ranked on page 1 in 23% of cases.
Why Wix Underperforms on SEO
Wix's architecture has three fundamental problems that no amount of SEO optimization can fully overcome:
1. JavaScript rendering. Wix renders pages client-side using JavaScript. Google can crawl JavaScript, but it's slower and less reliable than server-rendered HTML. This delays indexing and reduces crawl efficiency.
2. Bloated code. Every Wix site loads the entire Wix editor framework, even on the live site. This adds hundreds of kilobytes of unnecessary JavaScript that slows page load times.
3. Shared infrastructure. Wix sites share servers with millions of other sites. You have no control over server response times, which directly affects your Time to First Byte (TTFB) — a Core Web Vitals metric.
What Custom Sites Do Differently
A custom-coded site eliminates all three problems:
- •Server-side rendering produces clean HTML that Google indexes instantly
- •No framework bloat — only the code your site actually needs
- •Dedicated or optimized hosting with fast TTFB
The result: a site that Google can crawl faster, index more reliably, and rank higher.
The Bottom Line
If ranking on Google matters to your business, a Wix site is a structural disadvantage. The gap isn't about content or backlinks — it's about the technical foundation that determines whether Google can even see your site properly.
A custom site costs more upfront. But when you factor in the organic traffic you're losing every month on a slow template, the ROI calculation changes quickly.