Wix SEO, technical SEO, & SEO audits with Crystal Carter.

This episode of the SEO Podcast by #SEOSLY features a special guest Crystal Carter who is the Head of SEO Communications at Wix.

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Interview with Crystal Carter

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Interview With Crystal Carter (video)

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Interview With Crystal Carter (audio)

You can listen to this episode of the SEO Podcast by #SEOSLY below.

Interview With Crystal Carter (notes)

Here are detailed podcast notes from my interview with Crystal Carter, Head of SEO Communications at Wix:

About Crystal Carter

  • Background in marketing and managing websites for over 15 years
  • Specializes in technical SEO audits and solutions for clients
  • Loves getting hands-on to identify issues, prioritize fixes and directly improve site health
  • Cut her teeth in agencies but now leads SEO strategy and education for millions of Wix users globally
  • Regular contributor across search industry with articles, conference talks and podcast appearances

About Wix SEO Capabilities

  • Platform goes far beyond basic CMS with integrated storefronts, booking systems, dedicated mobile experience, etc
  • Built-in dynamic sitemaps, canonicals, SSL certificates, structured data markup
  • Staging environments enable safe testing of changes before rolling out to live site
  • Advanced JavaScript customization options available alongside beginner-friendly UI
  • Impressive uptime via edge computing infrastructure across the globe

Crystal Carter’s Tips on Avoiding Common Audit Pitfalls

  1. Do not rely solely on synthetic testing via Lighthouse scores without balancing with real user data from Google Search Console for proper context. Laboratory tools cannot fully replicate conditions and prioritize different elements than the Search algorithm, which ranks based on field data capturing 75% of sessions across queries.
  2. Carefully prioritize fixes surfaced in audits by their potential business impact and ROI rather than chasing minor theoretical improvements on irrelevant pages rarely visited. There is often a mismatch between the checklist item flagged and its material effect, so prune judiciously.
  3. Thoroughly configure any automated crawl tools appropriately before accepting or exporting any generated issue lists, as limitations can drastically throw off discovery. Something as simple as restricting the sample depth or URL scope can dramatically reduce coverage volume and produce misleading progress scores.
  4. Be judicious regarding which specific audit recommendations actually need implemented rather than blindly acting on each surfaced finding. Particularly for large enterprises, recognize that comprehensively addressing every minor point is likely unrealistic and unnecessary when only a subset may meaningfully move the needle. Distill down to what truly matters for the organization’s goals.
  5. Set client expectations accurately regarding the website health issues uncovered, calibrating priority keys to their internal workflows and capabilities. Provide actionable insights tailored to their staffing constraints, guiding attention to fixes delivering the most value per hour invested based on quick wins balancing longer-term aspirations.

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Want to become a guest or provide ideas for the show?

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Olga Zarr is an SEO consultant with 10+ years of experience. She has been doing SEO for both the biggest brands in the world and small businesses. She has done 200+ SEO audits so far. Olga has completed SEO courses and degrees at universities, such as UC Davis, University of Michigan, and Johns Hopkins University. She also completed Moz Academy! And, of course, has Google certifications. She keeps learning SEO and loves it. Olga is also a Google Product Expert specializing in areas, such as Google Search and Google Webmasters.