Wix SEO: Which Settings Actually Matter?

The settings that matter most are the SEO Setup Checklist for a starting plan, the per-page SEO panel for titles and descriptions, the URL Redirect Manager whenever a URL changes, and structured data markup for anything you want to show up as a rich result. Wix says its sites are "designed to be search engine friendly, ensuring your content can be crawled and indexed by search engines" out of the box (Wix), but "search engine friendly" and "actually optimized" are different things — Wix's own documentation is direct that "SEO requires some work" (same source). Here's exactly where each real setting lives, in Wix's current menu wording.

If your goal is better search visibility, make the changes in Wix with the steps below. If your goal is to change the site's words or visual design with AI, Figment can import the public site as a separate static copy. Editing that copy does not edit your Wix site, your Wix dashboard, or the original Wix backend.

Where do I start: the SEO Setup Checklist?

Start with Wix's SEO Setup Checklist in the SEO & GEO area of your site's dashboard. It is a guided sequence, not a settings panel: it walks you through the basics one step at a time. One practical reason to finish it: "When you complete your SEO Setup Checklist, Wix automatically submits your sitemap index to Google for you" (Wix). The individual controls below live elsewhere, and you can change them at any time.

Where do I set a page's title, description and URL slug?

Wix Editor: click Pages & Menu on the left side of the editor, click the More Actions icon next to the page, then click SEO basics (Wix). This opens the page-level SEO panel. The basics are the URL slug, the title tag and the meta description. The Advanced SEO tab holds the canonical tag (Wix creates a default canonical URL for every page) and structured data markup. Social share settings, including separate Twitter settings, control how the page looks when someone shares it (same source).

Can I customize my URL structure?

Yes, but only for two page types, and Wix calls it an advanced setting for a reason. Go to SEO & GEO > Tools and settings > SEO Settings, select the page type, then click Edit beside Page URL. Wix says directly: "You can customize the URL structure of your Wix Stores product pages and Wix Blog posts in your SEO Settings" (Wix) — no other page type gets this control. You build the new structure from variables (click + Add Variable), and the structure must include at least one. Wix's own warning is blunt: "Customizing your URLs incorrectly can drastically change your site and cause issues with its search engine ranking," and it tells you to weigh "if the possible risks to your site's ranking are worth the benefits of making the change" before you touch it (same source). The one piece of insurance: "Wix sets up automatic redirects for your site's pages when you customize the URL structure," though you can opt to handle the redirects yourself instead.

Changing an individual page's slug (not the whole structure) is simpler and lives in the same SEO Basics tab described above — Wix can create a redirect automatically when you update a single slug, or you can build one manually in the Redirect Manager.

Where's the redirect manager, and what are its limits?

Go to SEO & GEO, scroll to Tools and settings, and click URL Redirect Manager. A 301 redirect, per Wix, means "the URL of a page on your site has changed permanently to a new URL," and visitors hitting the old address land on the new one instead (Wix). Documented limits worth knowing before you rely on it: a maximum of 5,000 redirects per site, redirects only work with a custom domain (not a free Wix URL on a Premium site), you cannot redirect from your homepage using this tool, and a source URL can't contain a # character. Wix automatically creates a redirect when you update a page's URL slug — the manual tool is for everything else, including bulk group redirects for URLs that share a path.

Does Wix generate a sitemap for me?

Yes, automatically, with no separate setup step. A Wix sitemap is "an XML file that contains a list of the URLs of the pages on your site," including "the relationships between pages and when each page was last updated," and "Wix automatically updates your site's sitemap whenever you make changes to your site" (Wix). View it by adding /sitemap.xml to your domain. Completing the SEO Setup Checklist also submits your sitemap index to Google automatically, so for most sites this is genuinely a "nothing to configure" setting.

Can I edit robots.txt myself?

Yes, but Wix calls it an advanced feature, and its support team will not fix changes you make. Go to SEO & GEO > Tools and settings > Robots.txt Editor. It lets you change directives controlling which pages search engines can crawl, or reset the file to Wix's default. Wix's own warning: "Editing your site's robots.txt file may cause issues with your site's pages appearing in search results," and it's described as "an advanced feature" where "Wix Customer Care cannot help you with any changes you make" (Wix). You can view the live file at /robots.txt on your domain.

How do I add structured data (schema) markup?

Go to Pages & Menu > [page] > More Actions > SEO basics > Advanced SEO tab > Structured Data Markup. Wix only accepts JSON-LD: "Wix only accepts structured data using JSON-LD markups," and each markup must stay under a hard limit — "Structured Data must be less than 7,000 characters to be added" (Wix). You don't have to build every markup by hand: Wix Stores product pages, Wix Bookings services pages, Wix Blog posts and Wix Events pages all come with preset markup automatically when you create them, which you can still customize afterward. You can add up to five separate markups on an individual page. For blog posts specifically, Wix also offers AI-generated structured data as an alternative to writing your own JSON-LD: turn it on under SEO & GEO > Tools and settings > SEO Settings > Blog posts > Customize defaults > Structured data markup, and Wix will scan each published post and generate matching schema automatically, refreshing it when you edit the post (Wix). It doesn't overwrite any manual markup you've already added — both can coexist on the same post.

What does Wix handle for me automatically, and what's on me?

What if my site still isn't showing up in Google after all this?

That's a separate, more specific diagnosis than any setting in this post — usually a site-wide or per-page indexing toggle rather than any of the tools above. Our dedicated guide on why builder sites don't show up on Google covers the exact Wix indexing setting to check, plus the Google Search Console tools that confirm whether indexing, not one of these SEO settings, is the actual blocker.

Where does Figment fit in?

Figment does not replace the Wix SEO settings above. Use Wix when you need to change the title, description, slug, redirect, sitemap, robots.txt file, or structured data on your current Wix site.

Figment is useful when you want an editable copy of the public page instead. Paste your public Wix URL into the Figment editor. Figment imports a separate static copy. You can change text, colors, spacing, and other page content in that copy, then review it before you choose to publish it. Your original Wix site stays unchanged.

This is not a full Wix migration. Wix Forms, member login, checkout, databases, store logic, bookings, and other backend services do not transfer as working systems. Import and private preview are free. There is no Figment AI fee when you use your own AI through the manual file workflow, but your AI provider may charge. Figment's managed AI is optional and currently costs $7 for the first 7 days, then renews automatically at $49 per month until canceled.

Read using AI with your Wix website before you move a page that depends on Wix features. If your source is a Figma design instead of an existing Wix page, use the free Figma publishing guide.

Use the page-level SEO launch checklist when you want to check the title, description, canonical, crawlability, and sitemap together after the Wix-specific setup above.

Bottom line: Wix's baseline crawlability, sitemap, and preset structured data are genuinely automatic. Everything that makes a specific page rank — its title, description, URL structure, redirects when things change, and custom structured data — still needs you to open the exact panel above and fill it in.