150k Small Business Website Teardown 2019

Reviewing the SEO of small business websites.

End-to-end (e2e) testing is a methodology used to test whether the flow of an application is performing as designed from start to finish.

What’s actually happening on the hundreds of thousands of small business websites we hear about? This teardown looks at 150k of those sites, and the answer is it’s a bit of a wild west:

  • ~2% of small business websites are marked noindex, which means search engines will not index the site! This rises to 4.4% of websites on Squarespace have the setting, and 2.1% for WordPress.com.
  • 25% of all small business websites are missing an H1 tag, which tells search engines what the most important content on the page is. Shout out to Wix this time, with 40% of their sites missing it. WordPress.com still does fairly badly with 24% of sites missing the tag.
  • Yelp and other directory sites dominate search for small business terms (such as “best plumber [town]”. Yelp appears in the top five search results for 92% of these searches.

The full report makes for interesting reading. It’s clear there’s still a very, very long way to go in order to reach the holy grail of easy-to-make small business websites, whether that’s on WordPress or somewhere else.

This post first appeared in MasterWP, a weekly newsletter for WordPress professionals.


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