Whereas attending WordCamp Porto, I had a chance to attend Ivan Popov’s presentation on Headless WordPress. It is without doubt one of the obscure areas for Website positioning, and I need to share just a few insights with SEJ readers.

Headless WordPress brings the chance to feed many channels out of your WordPress set up.

One can push knowledge from WordPress into:

  • Cell app.
  • Web site.
  • Third-party apps.
 Ivan Popov’s presentation on Headless WordPressPicture supply: Slide from Ivan Popov’s presentation at WordCamp 2022

It makes WordPress greater than only a CMS; it integrates into the entire ecosystem of internet and cellular apps the place customers can nonetheless benefit from utilizing the WordPress admin panel.

It additionally brings builders from trendy applied sciences resembling React.js or Node.js right into a WordPress world and makes it engaging to the youthful era of builders preferring to be taught trendy programming languages.

However, the primary query for SEOs nonetheless is, “What does it imply for Website positioning?”

With the intention to be taught extra, I’ve accomplished a brief interview with Ivan Popov, CEO of Vipe Studio and a speaker at WordCamp Europe 2022.

Headless WordPress is without doubt one of the obscure areas for SEOs. Plenty of SEOs don’t perceive why it’s used for or what it must be used for. When ought to Headless WordPress be used and when ought to it not be used?

Ivan Popov: “I consider the Headless actual worth is coming once we are having a excessive site visitors web site, a very visited one, for instance. We’re simply not speaking about a whole bunch of visits we’re speaking about hundreds of thousands of customers.

They want actual energy and so they want actual worth counts as a result of it’s not the know-how that’s appropriate only for beginning enterprise. It’s extra of the costly ones that I actually advise for use provided that your web site is getting sufficient worth and it’s sufficiently big.”

 Ivan Popov’s presentation on Headless WordPressThe typical hourly fee of React builders is greater than WordPress. Picture supply: Slide from Ivan Popov’s presentation at WordCamp 2022

“Additionally, the Website positioning downside might be resolved. It may be totally Website positioning-ready, however it’s not similar to WordPress the place you may merely set up a plugin and make it work.

Right here, you want builders to do the job – even the only job requires builders to do it.

So long as you may spend money on your technical crew, each Website positioning downside chances are you’ll face is resolvable – totally resolvable.”

You probably have a easy enterprise web site, like an organization web site or a easy store, you shouldn’t fear about utilizing Headless. You talked about that it’s appropriate for high-traffic web sites. What number of customers per day, per hour?

Ivan Popov: “We’re talking about closely visited web sites. Like for instance, if they’ve a thousand guests each second, or ten thousand readers proper now on-line studying the information, so we’re actually talking about extremely visited web sites.

Headless doesn’t depend on caching, which is crucial in relation to extremely dynamic web sites which have customized content material, job postings, or listings web sites with a whole bunch of hundreds of webpages.

Caching dangers the consumer to not at all times obtain a recent copy of the webpage, whereas Headless will at all times present the reside knowledge.”

Did you see any indexing points Headless web sites might undergo from? Any Website positioning points from Headless?

Ivan Popov: “Not solely have I haven’t seen any points, however I’ve seen advantages as a result of Headless WordPress web sites, for instance, present good inexperienced (Core Net Very important) scores from web page velocity tester instruments and in addition the net dev instruments testers.

And due to these inexperienced outcomes and good grades, the web sites are literally benefiting with Website positioning relatively than having points.”

So, you didn’t see any indexing points, resembling pages dropping from indexing?

Ivan Popov: “No, so long as every part is setup accurately, there may be not a difficulty that may happen.”

So, it comes right down to fundamental finest Website positioning practices that must be applied with Headless WordPress. If applied, will the web site get ranked usually?

Ivan Popov: “Completely. The factor right here is that it’s not like plugins which can be simply plug-in and play.

You want the technicians that have to do every part manually. However so long as it’s arrange accurately, there may be nothing which you could lose the rankings from.”

For individuals who need to be taught Headless WordPress, what sort of instructional supplies do you suggest?

Ivan Popov: “As a result of every part is open-sourced, you may simply attempt to be taught this such as you historically method new know-how. Simply learn as a lot materials as you may. There are a whole lot of free supplies as nicely.

All the pieces is open-sourced. There’s a group. So, every part is simply beginning. Beginning a mission – the primary mission is the toughest – however then attempt to do as sophisticated issues as potential, and you’ll be taught naturally similar to approaching any new know-how.”

In your presentation, you talked about that Headless WordPress primarily based on NextJS is extra Website positioning pleasant than ReactJS. Are you able to please develop on that extra in what sort of points one would possibly run into when utilizing ReactJS and what sort of alternatives are given NextJS as you title it a extra Website positioning-friendly framework?

Ivan Popov: “For instance, if we’re utilizing a setup with ReactJS and studying the information from the REST API, then we depend on actual time communication between the REST API on WordPress and the ReactJS web site.

That’s why, in some unspecified time in the future, this communication can intervene or one thing might be fetched, which isn’t tremendous dependable in relation to Website positioning as a result of Website positioning depends that Google has fast entry to meta, Website positioning titles, description titles – issues like these.

These are the problems that may end result, however for instance in case you are utilizing subsequent web site with, let’s say, graph communicator, then we have now every part server facet pre-rendered, after which we have now no points in any respect.”

Principally Google is ready to index meta descriptions as part of HTML and never on the rendering part. Rendering typically might take huge computing sources and Google might drop off from indexing throughout rendering. 

Ivan Popov: “Sure, right.”

In case of ecommerce, when would you suggest Headless? For eocmmerce shops with a sure variety of merchandise, clients, and so forth. so as to take into account switching to Headless. 

Ivan Popov: “When utilizing it for ecommerce, we must be actually cautious. It’s scaling for big outlets not for any store however for a big store. We’re mainly constructing every part from scratch.

On the subject of woo ecommerce, we have now plugins for fee sorts and delivery suppliers. In case you are switching to Headless, our builders have to code these integrations.

So, now our builders have to code integrations for fee suppliers and integrations for delivery suppliers.

So, we are going to nonetheless profit as a result of our webstore is turning into tremendous quick and getting served globally to hundreds of thousands of consumers, however on the opposite facet, the funding is lots greater as a result of you could spend money on coding each single performance your web site is concerned in.”

Within the case of ecommerce, is it higher to contemplate different platforms as an alternative of Headless?

Ivan Popov: “I can not say this as a result of I’m a die onerous WordPress fan, however you could ensure that the funding is price it.”


Headless WordPress is a posh tech, and utilizing it must be justified by enterprise targets.

It’s utterly redundant and waste of price range to make use of Headless WordPress when you have got fundamental web site or weblog.

It must be thought-about as an choice while you want cross-platform capabilities or a extremely dynamic web site with hundred hundreds of pages, regardless of you utilize Headless or not at all times use Google Search Console’s URL inspection software to see how Google does crawl your webpages.

Featured Picture: Primakov/Shutterstock


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