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Top 10 Content Management Systems In 2022

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Top 10 Content Management Systems In 2022

Since WordPress launched in 2003, it’s held the dominant share of the Content Management Systems market.

Currently, the popular platform stands at 64.1% market share, according to W3Techs, which offers the most reputable and trustworthy data source.

In this report, you’ll learn about the size of the CMS market, how it has evolved over the past decade, how different content management systems stack up against one another, and why this matters for someone working in SEO.

How Large Is The CMS Market?

According to W3Techs, 68.9% of websites have a CMS, and Netcraft reports 1.15 billion live hostname websites.

From this, we can assume that the current market size for content management systems is approximately 796 million websites.

Top 10 Content Management Systems (CMS) By Market Share (Globally)

Top 10 CMS, May 2022 Launched Type Market Share Usage
No CMS 33.10%
1 WordPress 2003 Opensource 64.10% 42.90%
2 Shopify 2006 SaaS 6.40% 4.30%
3 Wix 2006 Saas 3.40% 2.30%
4 Squarespace 2004 Saas 3.00% 2.00%
5 Joomla 2005 Opensource 2.50% 1.60%
6 Drupal 2001 Opensource 1.90% 1.20%
7 Blogger 2008 Opensource 1.30% 0.90%
8 Bitrix 1999 Free 1.20% 0.80%
9 Magento 2012 Saas 0.90% 0.60%
10 Webflow 2013 SaaS 0.90% 0.60%

Data from W3techs, May 2022

What Is The Most Widely Used CMS?

Image from Search Engine Journal, June 2022

*Graphs are separated due to the dominance of the WordPress market share:

  • WordPress market share has increased 16% since 2011 but declined by 2% this year.
  • Wix has increased 17% this year.
  • Squarespace has increased 11% this year.

WordPress has held the dominant market share almost since its launch in 2003.

Since 2011, that position has been relatively steady – almost stagnant. In 11 years, it’s increased only by 16% to 64.1%.

no CMS vs. wordpressImage from Search Engine Journal, June 2022

Between 2011 – 2022:

  • Websites with no CMS system have declined by 57%.
  • Websites with WordPress have increased by 227%.

Joomla vs. Drupal vs. WordPress Market Share

  • Since 2011, Joomla has decreased its market share by 77%.
  • Since 2011, Drupal has decreased its market share by 69%.

Joomla and Drupal between them used to hold 17% CMS market share, which has slumped to 4.4%.

This decline has seen them drop from positions 2 and 3 to 5 and 6, as Wix and Squarespace have risen and finally superseded them this year.

That’s quite a decline for Joomla, which might not have had the same market share as WordPress but, up to 2008, had more search interest, according to Google Trends.

wordpress vs. drupal. vs. joomlaScreenshot from Google Trends, June 2022

Why did these popular content management systems decline so much?

It’s most likely due to the strength of third-party support for WordPress with plug-ins and themes, making it much more accessible.

The growth of website builders, such as Wix and Squarespace, indicates that small businesses want a more straightforward managed solution. And, they have started to nibble market share from the bottom.

Website Builders Market Share, Wix vs. Squarespace

Elementor vs. Wix vs. SquarespaceScreenshot from W3 Techs.com, June 2022
  • Wix has increased 17% this year, from January to May.
  • Squarespace has increased 11% this year, from January to May.

If we look at the website builders, their significant growth is a strong indication of where the market might go in the future.

From 2011 to 2022:

  • Wix grew by 3,678%.
  • Shopify grew by 2,033%.
  • Squarespace grew by 1,400%.

When we compare the 16% growth of WordPress over the last 11 years to the other players, that growth for the CMS behemoth becomes even more flattened and stagnant.

Why is that happening?

SaaS web builders such as Wix and Squarespace don’t require coding knowledge and offer a hosted website that makes it more accessible for a small business to get a web presence quickly.

No need to arrange a hosting solution, install a website, and set up your own email. A web builder neatly does all this for you.

WordPress is not known as a complicated platform to use, but it does require some coding knowledge and understanding of how websites are built.

On the other hand, a website builder is a much easier route to market, without the need to understand what is happening in the back end.

Consider that, during the pandemic, much of the population worked from home, leading to more interest and attention placed on how being online could be a source of income.

Elementor is a WordPress-based website builder used by 17.2% of all the websites that use WordPress.

It also has significantly more market share than Wix and Squarespace combined.

However, because it’s a third-party plug-in and not a CMS, it isn’t listed in the Top 10 CMS above.

If we compare the volume of traffic to the number of CMS, we can see that WordPress is in the golden section, up and to the right, clearly favored by sites with more traffic.

Drupal fits into a niche of fewer installs but more high-traffic sites, indicating that more professional sites are using it.

Squarespace and Wix are to the left and down, highlighting that they are installed on fewer sites with less traffic.

A strong indication that they are used more by small websites and small businesses.

Elementor bridges the gap between the two and has the weight of the WordPress market share, but is used by sites with less traffic.

The appetite is growing for drag-and-drop, plug-and-play solutions that make having a web presence accessible for anyone. This is the space to watch.

Ecommerce CMS Market Share, Shopify vs. Woocommerce

WooCommerce vs. Shopify vs. MagentoScreenshot from W3 Techs.com, June 2022
  • WooCommerce has a market share of 13%.
  • Shopify has a market share of 6.4%.

The ecommerce CMS space echoes a similar pattern to the website builders.

Technically, WooCommerce is not a standalone CMS, but a WordPress plug-in – which is why it doesn’t appear in the Top 10 CMS data table.

However, it’s essential to the ecommerce space, so it’s worth considering and mentioning.

8.7% of all existing websites use WooCommerce, which has a CMS market share of 13.0%.20.3% of all websites that use WordPress use WooCommerce.

Looking at the distribution, we can see a clear pattern emerge. In comparison to other ecommerce CMS platforms, WooCommere is dominant.

It has more market share than the other competitors combined:

Magento + OpenCart + PrestaShop + Shopify = 8.9% market share.

Magento might not have the volume of installs, but high-traffic sites favor it – indicating that Magento is a CMS of choice for bigger and more professional businesses, just as we saw with Drupal.

Smaller sites might favor WooCommerce, but it has the WordPress platform’s weight for market access and, therefore, more installs – much like Elementor.

Shopify has more market share, but the traffic levels are similar to WordPress.

Shopify saw massive growth during the pandemic of 53% from 2020 to 2021, then 27% from 2021 to 2022, far more than any other platform.

Why Does CMS Market Share Matter To Someone Working In SEO?

WordPress retains its dominance in the CMS market share but website builders such as Wix, Squarespace, and Shopify are on the rise, indicating where market growth lies, especially for small businesses.

If more small businesses are switching to website builders, understanding the limitations and intricacies of these platforms for SEO could be a competitive advantage.

Shopify is installed on 4.3% of all websites (not just sites with a CMS): a total potential market of 50 million websites.

With their increasing market share, specializing in Shopify SEO could be a strategic move for an SEO professional.

Similarly, specializing in Wix and Squarespace is a way to differentiate yourself from the competition.

WordPress might be dominant now, but that also means that many other people are servicing that specific CMS.

Aligning with a more niche CMS can be a strategic move for new client opportunities.

More resources:

Data sources
All data collected from W3techs, May 2022, unless otherwise indicated.

W3Tech samples its data from the Alexa top 10 million and Tranco top 1 million. Websites with no content or duplicate sites are excluded. Limitations of the data source mean that hosted Tumblr and WordPress.com sites are not included as the data collection doesn’t count subdomains as more than one site.


Featured Image: NESPIX/Shutterstock



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Google’s AI Overviews Shake Up Ecommerce Search Visibility

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Google's AI Overviews Shake Up Ecommerce Search Visibility

An analysis of 25,000 ecommerce queries by Bartosz Góralewicz, founder of Onely, reveals the impact of Google’s AI overviews on search visibility for online retailers.

The study found that 16% of eCommerce queries now return an AI overview in search results, accounting for 13% of total search volume in this sector.

Notably, 80% of the sources listed in these AI overviews do not rank organically for the original query.

“Ranking #1-3 gives you only an 8% chance of being a source in AI overviews,” Góralewicz stated.

Shift Toward “Accelerated” Product Experiences

International SEO consultant Aleyda Solis analyzed the disconnect between traditional organic ranking and inclusion in AI overviews.

According to Solis, for product-related queries, Google is prioritizing an “accelerated” approach over summarizing currently ranking pages.

She commented Góralewicz’ findings, stating:

“… rather than providing high level summaries of what’s already ranked organically below, what Google does with e-commerce is “accelerate” the experience by already showcasing what the user would get next.”

Solis explains that for queries where Google previously ranked category pages, reviews, and buying guides, it’s now bypassing this level of results with AI overviews.

Assessing AI Overview Traffic Impact

To help retailers evaluate their exposure, Solis has shared a spreadsheet that analyzes the potential traffic impact of AI overviews.

As Góralewicz notes, this could be an initial rollout, speculating that “Google will expand AI overviews for high-cost queries when enabling ads” based on data showing they are currently excluded for high cost-per-click keywords.

An in-depth report across ecommerce and publishing is expected soon from Góralewicz and Onely, with additional insights into this search trend.

Why SEJ Cares

AI overviews represent a shift in how search visibility is achieved for ecommerce websites.

With most overviews currently pulling product data from non-ranking sources, the traditional connection between organic rankings and search traffic is being disrupted.

Retailers may need to adapt their SEO strategies for this new search environment.

How This Can Benefit You

While unsettling for established brands, AI overviews create new opportunities for retailers to gain visibility without competing for the most commercially valuable keywords.

Ecommerce sites can potentially circumvent traditional ranking barriers by optimizing product data and detail pages for Google’s “accelerated” product displays.

The detailed assessment framework provided by Solis enables merchants to audit their exposure and prioritize optimization needs accordingly.


FAQ

What are the key findings from the analysis of AI overviews & ecommerce queries?

Góralewicz’s analysis of 25,000 ecommerce queries found:

  • 16% of ecommerce queries now return an AI overview in the search results.
  • 80% of the sources listed in these AI overviews do not rank organically for the original query.
  • Ranking positions #1-3 only provides an 8% chance of being a source in AI overviews.

These insights reveal significant shifts in how ecommerce sites need to approach search visibility.

Why are AI overviews pulling product data from non-ranking sources, and what does this mean for retailers?

Google’s AI overviews prioritize “accelerated” experiences over summarizing currently ranked pages for product-related queries.

This shift focuses on showcasing directly what users seek instead of traditional organic results.

For retailers, this means:

  • A need to optimize product pages beyond traditional SEO practices, catering to the data requirements of AI overviews.
  • Opportunities to gain visibility without necessarily holding top organic rankings.
  • Potential to bypass traditional ranking barriers by focusing on enhanced product data integration.

Retailers must adapt quickly to remain competitive in this evolving search environment.

What practical steps can retailers take to evaluate and improve their search visibility in light of AI overview disruptions?

Retailers can take several practical steps to evaluate and improve their search visibility:

  • Utilize the spreadsheet provided by Aleyda Solis to assess the potential traffic impact of AI overviews.
  • Optimize product and detail pages to align with the data and presentation style preferred by AI overviews.
  • Continuously monitor changes and updates to AI overviews, adapting strategies based on new data and trends.

These steps can help retailers navigate the impact of AI overviews and maintain or improve their search visibility.


Featured Image: Marco Lazzarini/Shutterstock



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Google’s AI Overviews Go Viral, Draw Mainstream Media Scrutiny

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Google's AI Overviews Go Viral, Draw Mainstream Media Scrutiny

Google’s rollout of AI-generated overviews in US search results is taking a disastrous turn, with mainstream media outlets like The New York Times, BBC, and CNBC reporting on numerous inaccuracies and bizarre responses.

On social media, users are sharing endless examples of the feature’s nonsensical and sometimes dangerous output.

From recommending non-toxic glue on pizza to suggesting that eating rocks provides nutritional benefits, the blunders would be amusing if they weren’t so alarming.

Mainstream Media Coverage

As reported by The New York Times, Google’s AI overviews struggle with basic facts, claiming that Barack Obama was the first Muslim president of the United States and stating that Andrew Jackson graduated from college in 2005.

These errors undermine trust in Google’s search engine, which more than two billion people rely on for authoritative information worldwide.

Manual Removal & System Refinements

As reported by The Verge, Google is now scrambling to remove the bizarre AI-generated responses and improve its systems manually.

A Google spokesperson confirmed that the company is taking “swift action” to remove problematic responses and using the examples to refine its AI overview feature.

Google’s Rush To AI Integration

The flawed rollout of AI overviews isn’t an isolated incident for Google.

As CNBC notes in its report, Google made several missteps in a rush to integrate AI into its products.

In February, Google was forced to pause its Gemini chatbot after it generated inaccurate images of historical figures and refused to depict white people in most instances.

Before that, the company’s Bard chatbot faced ridicule for sharing incorrect information about outer space, leading to a $100 billion drop in Google’s market value.

Despite these setbacks, industry experts cited by The New York Times suggest that Google has little choice but to continue advancing AI integration to remain competitive.

However, the challenges of taming large language models, which ingest false information and satirical posts, are now more apparent.

The Debate Over AI In Search

The controversy surrounding AI overviews adds fuel to the debate over the risks and limitations of AI.

While the technology holds potential, these missteps remind everyone that more testing is needed before unleashing it on the public.

The BBC notes that Google’s rivals face similar backlash over their attempts to cram more AI tools into their consumer-facing products.

The UK’s data watchdog is investigating Microsoft after it announced a feature that would take continuous screenshots of users’ online activity.

At the same time, actress Scarlett Johansson criticized OpenAI for using a voice likened to her own without permission.

What This Means For Websites & SEO Professionals

Mainstream media coverage of Google’s erroneous AI overviews brings the issue of declining search quality to public attention.

As the company works to address inaccuracies, the incident serves as a cautionary tale for the entire industry.

Important takeaway: Prioritize responsible use of AI technology to ensure the benefits outweigh its risks.



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New Google Search Ads Resemble AI Assistant App

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New Google Search Ads Resemble AI Assistant App

A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.

Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.

Visual Search Traffic Opportunity?

Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.

Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.

“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.

Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”

It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?

Visual Search Results

Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.

He explains:

“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.

And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.

This will help them easily purchase something that catches their eye.”

These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.

Interactive Search Shopping

Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”

He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.

Sylvanus explains how this new form of shopping experience works:

“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”

He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.

He narrated how it works:

“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.

You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.

And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”

Step 1: Search For Short Term Storage

1716722762 15 New Google Search Ads Resemble AI Assistant App

The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.

Step 2: Upload Photos For “AI Assistance”

1716722762 242 New Google Search Ads Resemble AI Assistant App

The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search.  Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.

Step 3: Images Chosen For Uploading

1716722762 187 New Google Search Ads Resemble AI Assistant App

The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.

The Word “App” Masks That This Is An Ad

Screenshot of interactive advertisement for that identifies itself as an app with the words

Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.

Upload Process Masks The Advertising Context

Screenshot of interactive advertisement that uses the context of an AI Assistant to mask that this is an advertisement

The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.

Step 4: Upload Confirmation

1716722762 395 New Google Search Ads Resemble AI Assistant App

In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.

Step 5: AI “Recommendations”

1716722762 588 New Google Search Ads Resemble AI Assistant App

The above screenshot shows “AI recommendations” that look like search results.

The Recommendations Are Ad Units

1716722762 751 New Google Search Ads Resemble AI Assistant App

Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.

Step 6: Searcher Visits Advertiser Website

1716722762 929 New Google Search Ads Resemble AI Assistant App

Blurring The Boundaries

What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?

Watch The Keynote At The 32 Minute Mark

Featured Image by Shutterstock/Ljupco Smokovski

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