Wix's built-in SEO tools explained

Wix ships with five SEO helpers that most owners will meet: the SEO Setup Checklist, the SEO Assistant, Site Inspection, a Semrush keyword tool, and an AI writer for title tags and meta descriptions. They all live in or around the SEO & GEO section of your site dashboard. Each does one specific job, and none of them does SEO for you.

The short version: the Setup Checklist gets a new site connected to Google and covers homepage basics. The SEO Assistant lists issues across the site and scores individual products, services and posts against a focus keyword. Site Inspection shows what Google has indexed, page by page. The Semrush integration gives you a small daily allowance of keyword lookups. The AI Text Creator drafts titles and descriptions.

Requirements and limits below are as of October 2026.

The tools at a glance

The SEO and GEO dashboard

Wix renamed its SEO area "SEO & GEO". GEO stands for generative engine optimization, meaning visibility in AI tools such as ChatGPT. Some older help pages still call it the SEO Dashboard.

The dashboard has five parts. The SEO Assistant lists your open tasks. Gen AI Visibility leads to Wix's AI mention report, which we cover in getting a Wix site found in AI search. Site performance on Google charts clicks and impressions for the last 7, 30 or 90 days once Search Console is connected. Learn all about SEO links to Wix's tutorials. Tools and settings holds everything else: SEO Setup Checklist, SEO Settings, Site Inspection, URL Redirect Manager, Site Verification, Sitemaps, Robots.txt Editor, llms.txt, NLWeb and Google Business Profile.

SEO Setup Checklist

The checklist is the starting point for a new site. Open it at SEO & GEO → Tools and settings → SEO Setup Checklist → Get Started. Only the site owner and admin collaborators can access it.

Setup asks three things: your business or site name, whether you have a physical location or operate online (you can enter up to five addresses), and the keyword phrases you want to be found for, at two to four words each. Wix's help pages disagree on how many phrases you can add, so go by what the setup screen offers.

It then builds a plan in three parts:

1. Homepage basics and the Google connection. Title, description and similar essentials for the homepage, plus connecting the site to Google.
2. Content optimization. Contact details, social profiles, internal links and related tasks on your main pages.
3. Further learning. Pointers to guides.

What the Google step does

This is the most valuable part. The checklist connects and verifies your site with Google Search Console, and completing it makes Wix submit your sitemap index to Google automatically. You don't need to resubmit after later changes. Connecting to Search Console requires a Premium plan and a domain connected to the site. Our guide to connecting Wix to Google Search Console covers this route and the manual one.

Where it stops

• It does not analyze blog content or other business solutions such as Wix Stores. It does check the title tags and meta descriptions of Wix apps.
• It cannot analyze pages set to noindex.
• On multilingual sites it gives recommendations for the main language only.

A fully ticked checklist means your homepage basics are done and Google knows the site exists. A 200-product store or a 60-post blog still has most of its SEO work ahead of it.

SEO Assistant

The SEO Assistant comes in two forms.

Site-wide

The site-wide Assistant on the SEO & GEO dashboard sorts tasks into Issues, Recommendations and Completed. Your site must be upgraded to view the tasks, and the Assistant is not available on sites that use Velo, Wix's coding platform.

Page-level

The page-level Assistant appears inside the editing screens for Wix Bookings services, Wix Stores product pages and Wix Blog posts. You give it a focus keyword, the main phrase you want that page found for, and it checks the page against a list of tasks labeled Critical, High, Medium or Low. Typical tasks:

• Focus keyword in the title, the H1 heading, a subheading, the body text and the URL slug.
• A meta description.
• Alt text on images.
• Structured data markup and, where relevant, hreflang tags.
• An image or video on the page.

How to use it well

Treat the Assistant as a proofreader that catches omissions: a missing description, an image without alt text, a title that never mentions the topic. Don't treat it as a score to maximize. A page can pass every keyword check and still be thin, unclear or beside the point of what the searcher wanted. Wix says as much in its SEO Assistant article: using it "doesn't guarantee that your site will rank higher".

Also note what it doesn't cover at page level. Ordinary site pages, such as your service pages built in the editor, don't get the focus keyword checks. Those you review by hand, using the per-page panel described in Wix SEO settings: titles, descriptions and defaults.

Site Inspection

Site Inspection answers one question for every page: what does Google have on file? It pulls data from the URL Inspection tool in Google Search Console and shows it inside Wix, so you can scan the whole site without checking URLs one at a time.

For each page you see the index status, sitemap information, the crawler type, the last crawl date, the canonical URL you declared and the one Google selected, and rich result status. Pages are grouped by status: Valid, Warning, Invalid, Excluded or Unspecified.

Requirements and limits:

• A connected domain, a published site and Search Console verification.
• Up to 2,000 pages per day. This is Google's limit, and after reaching it you wait 24 hours.
• The report reflects Google's last indexed version of a page, which is not necessarily what's live now. If you fixed something yesterday, the report may still show the old state.

Reading the results

"Excluded" is not automatically bad. Wix sets some pages to noindex by default, including blog tag and archive pages and some form and calendar pages, and those will show as excluded. What you're looking for is pages you care about that are excluded or invalid, and cases where the Google-selected canonical differs from yours.

A "Blocked by robots.txt" message usually doesn't call for editing the robots.txt file. Wix advises checking for a noindex setting on the page, in SEO Settings for the page type, or in the site-level preference, and checking whether the page is password-protected or members-only. A "Redirect error" can point to a redirect loop or a redirect to a broken URL, which you'd fix in the URL Redirect Manager.

Keyword research with Semrush

Wix integrates Semrush, a third-party SEO data company, so you can look up keywords without leaving the dashboard. You can use one keyword provider at a time. With Semrush connected you get 10 keyword searches per 24 hours for free.

Each search returns a report with keyword options, monthly search volume, a 12-month trend, a difficulty label (Easy, Medium or Hard) and searcher intent, meaning whether people using that phrase want information, a specific site or to buy something.

Ten searches a day is enough to choose focus keywords for a handful of pages if you plan before you search. It is not enough for a full keyword strategy across a large site, a competitor analysis or rank tracking. Those need a paid SEO tool subscription or someone who has one. Wix describes the integration in its Semrush keyword article.

AI meta tags

The AI Text Creator drafts title tags and meta descriptions. It needs a Premium plan. You'll find it in the SEO panels of Wix apps, such as a product or blog post, and in the Edit by Page tabs of SEO Settings.

It generates three title suggestions and three description suggestions, drawing on your business name, category, page title, description and location. You can refine the output by adding details and choosing a tone of voice.

Read every suggestion before accepting it. The tool works from limited inputs, so the copy can be accurate but generic. On your most important pages, use it for a first draft and rewrite.

The other tools under Tools and settings

The remaining links are settings and utilities. Each has its own guide in this hub:

• SEO Settings: default title and description patterns per page type.
• URL Redirect Manager: 301 redirects, up to 5,000 per site.
• Site Verification: verification tags for Google Search Console, Pinterest, Bing Webmaster, Yandex Webmaster and Naver.
• Sitemaps and Robots.txt Editor: covered in Wix sitemap and robots.txt.
• llms.txt and NLWeb: AI-related files and protocols.
• Google Business Profile: a connection to your local listing.

Separately, Wix Analytics holds SEO reports built from Search Console and from your site's log data, including bot visits and response codes. See Wix SEO reports and bot log reports.

What the built-in tools don't do

None of this is a criticism. These are jobs the five tools covered above weren't built for.

• They don't crawl your site like an outside auditor. Broken internal links, orphan pages (pages with no links pointing to them) and duplicate titles across hundreds of pages are easier to find with a dedicated crawler.
• They don't judge content quality. A task list can confirm a keyword is present. It can't tell you whether the page answers the question better than the competing results.
• They don't track rankings for a keyword list over time. The Search Console reports show average position, which is related but different.
• They don't build links or local listings beyond the Google Business Profile connection.
• They don't decide strategy. Which services deserve their own page, which topics to write about and which keywords are realistic are still decisions for a person.

For a structured way to cover the gaps yourself, follow how to audit a Wix site for SEO, and keep our Wix SEO checklist beside it for the setup tasks.

Conclusion

Wix's built-in SEO tools cover setup, spot checks and index monitoring well. Use the Setup Checklist once to connect Google, the Assistant to catch omissions on products, services and posts, Site Inspection every month to see what Google has indexed, Semrush lookups to choose focus keywords, and the AI writer for first drafts. Then accept that strategy, content quality and deeper technical review sit outside them. If you want that part handled, our SEO services team can take it on. More guides are in our Wix hub.

Frequently asked questions