Many individuals select WordPress as their website's content management system (CMS) because it is user-friendly and search engine optimization (SEO) friendly by default.
While both of these statements are true, it's crucial to keep in mind that WordPress is simply a CMS. Using WordPress alone does not guarantee high search engine rankings.
Fortunately, WordPress makes it exceptionally easy to implement numerous SEO best practices.
In this comprehensive guide, we'll discuss 20 SEO best practices, offer tips to improve your search rankings, and explain how to implement these practices on your WordPress website.
Here are the practices we'll cover:
- Check search engine visibility settings
- Set preferred domain
- Set up permalinks
- Require manual approval for blog comments
- Install an SEO-friendly theme
- Install an all-in-one SEO plugin
- Ensure a sitemap is generated
- Exclude low-value content from indexing
- Install Ahrefs' comprehensive SEO plugin
- Craft an attention-grabbing title
- Create an SEO-friendly URL slug
- Utilize headers to establish hierarchy
- Incorporate internal links to relevant content
- Add alternative text to images
- Compose a compelling title tag
- Craft a compelling meta description
- Organize pages in subfolders
- Install WP Rocket
- Optimize code by minifying it
- Install ShortPixel
1. Check your search engine visibility settings
Within WordPress, there is a checkbox that, if selected, can harm your website's SEO prospects by preventing Google from indexing your pages. If your pages aren't indexed, they can't rank.
To find this checkbox, navigate to Settings > Reading > Search engine visibility:
Make sure this checkbox is unchecked if you want to improve your chances of ranking on search engines.
It's important to note that Google treats domain.com and www.domain.com as separate entities. Therefore, it's crucial to select a preferred domain for your site. This can be done in Settings > General. Set the WordPress Address (URL) and Site Address (URL) to your desired version.
If your website is new, the preferred version doesn't have an impact on SEO. However, if both URL versions are accessible, it is recommended to use the version with the most backlinks.
To determine which version has the most backlinks, input both URLs into Ahrefs' Batch Analysis tool and check the referring domains.
In the case of our website, the non-www version has the majority of referring domains:
An advantage of using WordPress is that it automatically redirects the non-preferred version to the preferred version, ensuring that search engines and visitors can only access your site using the preferred domain.
WARNING
Changing the preferred version can cause technical issues if your site has been active for some time. If you have concerns, it's advisable to enlist the help of a developer to ensure a smooth transition.
2. Set preferred domain
Set up your preferred version of the domain in WordPress to ensure consistency for search engines. You can do this in Settings > General by specifying the WordPress Address (URL) and Site Address (URL) to your desired version.
If your website is new, the preferred version has minimal impact on SEO. However, if both URL versions have accessible content, it is recommended to choose the version with the most backlinks.
To determine which version has the most backlinks, use Ahrefs' Batch Analysis tool and compare the referring domains for both versions.
For example, in our case, the non-www version has a larger number of referring domains:
WordPress automatically redirects the non-preferred version to the preferred version, ensuring that search engines and visitors can access your site using one consistent domain.
NOTE: Changing the preferred version may cause technical issues if your website has been active for an extended period. It is advisable to consult a developer if you have concerns to ensure a smooth transition.
3. Set up permalinks
Permalinks are the URL format for your posts and pages in WordPress. Using the "post name" option is typically the most SEO-friendly choice because it:
- Clearly indicates the page's topic.
- Keeps URLs concise, preventing truncation in search results.
However, changing your permalink structure can result in broken links if you're already using a different structure. If you decide to make changes, it's important to check for any 4XX errors using a tool like Ahrefs' Site Audit:
If any 4XX errors are detected, you can use a WordPress plugin like Redirection to redirect the old URLs to the new ones.
4. Require manual approval for blog comments
While spammy blog comments typically do not result in penalties or significant SEO issues due to nofollow tags, they can still have negative consequences, according to Google.
Fortunately, WordPress offers an easy solution to tackle this issue by enabling manual approval for all blog comments.
To do this, go to Settings > Discussion > Comment must be manually approved:
5. Install an SEO-friendly theme
Many WordPress themes are already responsive and mobile-friendly. However, it's crucial to assess a theme's performance when choosing one.
If a theme includes unnecessary code and features, it can negatively impact your website's speed. This is problematic because page speed has been a Google ranking factor for over a decade.
When selecting a theme, read the description carefully to understand its features. If the theme includes features that won't be utilized, it may not be the best choice.
You can also assess the theme's performance by using tools like PageSpeed Insights.
If you already have a theme and its performance is subpar, implementing tips #18-20 and engaging a developer to optimize it may improve its speed.
6. Install an all-in-one SEO plugin
Expand WordPress' built-in SEO functionality and make the optimization process more streamlined by installing an all-in-one SEO plugin. Yoast SEO is a popular option, but there are several alternatives available.
To install a plugin, go to Plugins > Add New > Search for "Yoast SEO" > Click Activate > Click Install:
Most of the default settings should be sufficient, but a few adjustments may be necessary depending on your specific needs.
7. Ensure a sitemap is generated
Sitemaps list the important posts and pages on your site, aiding search engines in discovering and indexing them. Yoast SEO automatically generates a sitemap for you, but it's important to confirm that the feature is enabled.
To do this, navigate to SEO > General > Features > Toggle "XML sitemaps" on:
8. Exclude low-value content from indexing
For optimal SEO, it's essential to allow Google to index only pages that provide value to searchers. Typically, tag pages and format-based archives do not fall into this category, so it's recommended to exclude them from indexing.
To achieve this, navigate to SEO > Search Appearance > Taxonomies > Toggle "Show Tags in search results?" off:
Apply the same exclusion for format-based archives.
9. Install Ahrefs' comprehensive SEO plugin
Our free WordPress SEO plugin conducts content audits, monitors content performance, and provides recommendations to improve it.
For example, if the plugin detects that one of your pages is no longer ranking in the top three for its target keyword, it flags it as "No longer well-performing" and offers personalized recommendations based on your settings:
The plugin may suggest updating a post that has lost its ranking position. By clicking on the suggestion, you can access advice on how to do that:
Recommendation
The next eight tips focus on content-related practices. Make sure to keep them in mind when creating posts and pages for your WordPress website.
10. Craft an attention-grabbing title
Each page and post in WordPress requires a title, which can be set here:
This title will typically be displayed in other sections of your WordPress website. For instance, the title of this post is displayed on our blog archive page:
Therefore, it's important to create a title that entices visitors to click through to your page while accurately conveying the content's subject. The title should be clickworthy without crossing into clickbait territory.
If you're struggling to find the right title, take inspiration from the SERP titles of top-ranking pages for your target keyword, as these often share similarities with your page title. You can perform this analysis in Google, but for more accurate and non-personalized results, it's better to use Ahrefs' free SERP checker:
In the example above, many of the top-ranking pages for "SEO tips" focus on boosting traffic or rankings in their SERP titles. Therefore, using a similar angle for a clickworthy title would likely be effective for this topic.
11. Create an SEO-friendly URL slug
By default, WordPress generates a URL slug based on the full title of your post or page. However, this is often suboptimal as it tends to be lengthy and may get truncated in search results.
To create an SEO-friendly URL, click on "Edit," input your primary keyword or a variation, and replace any spaces with dashes.
12. Utilize headers to establish hierarchy
Using headers helps establish structure and aids visitors and search engines in understanding the content hierarchy.
In WordPress, you can quickly add relevant headers using the WYSIWYG editor. Click on the "Paragraph" dropdown to see six header options:
Note: If you're using WordPress' block editor, the process may look slightly different, but the core concept remains the same. Instead of using the "Paragraph" dropdown, you'll need to add a "Heading" block.
Since most WordPress themes use the post title as the first header (H1), it's best practice to use H2-H6 within the content itself.
13. Incorporate internal links to relevant content
Internally linking to other pages and posts on your website is crucial for SEO. Internal links help improve visitor retention and increase the authority and ranking of your other content.
In WordPress, you can add internal links using the WYSIWYG editor. Simply select the text you want to use as the anchor, click on the "Insert/edit link" button, and paste the URL of another page or post on your website.
Note: If you're using the block editor, the process may vary slightly, but the general steps remain the same.
If you're uncertain about where to add internal links, sign up for a free Ahrefs Webmaster Tools (AWT) account, run a crawl using Site Audit, and review the Link opportunities report for internal link suggestions:
For example, in the above screenshot, it's recommended to internally link the phrase "link building tactics" in our guide to bad links to our list of link building strategies.
14. Add alternative text to images
Alt text plays a significant role in SEO because it:
- Informs Google about the image's content, potentially improving its rankings in Google Images.
- Enhances accessibility for visually impaired users who rely on screen readers.
- Displays alternate text if the image fails to load.
To add alt text in WordPress, fill in the "alt text" field when uploading an image:
Note: The block editor may have a slightly different layout, but the "alt text" field will still be present.
Keep the alt text descriptive yet concise.
Recommended reading: Alt Text for SEO: How to Optimize Your Images
15. Craft a compelling title tag
The title tag is often used by Google in search result snippets.
Yoast SEO automatically sets the title tag to your post or page title. Usually, this is sufficient since you should already have a captivating post title. However, verify that the full title is pasted into the title tag to prevent truncation.
If the text is highlighted in green, you're good to go. If highlighted in red, it's too long.
You can resolve a lengthy title tag by removing unnecessary information. Consider removing text in brackets, unnecessary words, and rephrasing if necessary.
16. Craft a compelling meta description
Although meta descriptions do not directly impact Google rankings, they often serve as the snippet displayed in search results.
Therefore, it's crucial to write a compelling meta description that supports your title and entices users to click.
Here are a few tips for crafting an effective meta description:
- Focus on search intent
- Use an active voice
- Keep it under 120 characters
Recommended reading: How to Write the Perfect Meta Description
17. Organize pages in subfolders
By default, WordPress structures page and post URLs like this:
domain.com/post-name
domain.com/page-name
With pages, you can introduce nested levels using subfolders.
For example, let's say you have a digital marketing agency offering services in SEO, PPC, and social media marketing.
The ideal structure would be:
- Create a "Services" landing page listing the services you provide
- Create individual pages for each service you offer
- Link to the corresponding service page from your "Services" page
This is how the URL structure would look like by default:
domain.com/services/
domain.com/seo/
domain.com/ppc/
domain.com/social-media-marketing/
While this structure is acceptable, it would be better to nest the individual service pages under the "/services/" subfolder:
domain.com/services/
domain.com/services/seo/
domain.com/services/ppc/
domain.com/services/social-media-marketing/
In WordPress, achieving this is straightforward. Use the "Parent" dropdown on the page editor and select the "Services" page.
18. Install WP Rocket
According to its description, WP Rocket is a web performance plugin that enhances your website's page speed. The plugin comes with various optimizations right out of the box, including browser and server caching.
Caching benefits include:
- Browser caching: Saves frequently accessed files on visitors' devices, reducing the need for repeated downloads.
- Server caching: Stores static versions of your webpages on your server for quick retrieval upon request.
While WP Rocket is not free, the $49 price tag is worthwhile if it fits your budget. Alternatively, there are other free caching plugins available that provide similar caching functionality.
19. Optimize code by minifying it
Minifying code involves removing unnecessary whitespace to reduce file sizes.
If you're using WP Rocket, enabling minification is simple. Navigate to the File Optimization settings and check the options to "Minify CSS files" and "Minify JavaScript files."
For those not using WP Rocket, Autoptimize is a free plugin that offers similar minification features.
WARNING
Enabling minification may cause certain features to break in some cases. It's advisable to test the effects in a staging environment before implementing on your live website.
20. Install ShortPixel
ShortPixel automatically compresses and optimizes images uploaded to WordPress. This reduces file sizes, alleviates server strain, and improves loading times for visitors.
To get started, install the plugin, activate it, and enter your API key in the settings.
ShortPixel operates on a freemium model. If you compress more than 100 images per month, you'll need to purchase credits or sign up for a paid plan. Prices are affordable and worth considering.
If you have a paid plan, the plugin provides the option to bulk optimize previously uploaded images.
Final thoughts
WordPress is a versatile platform that is easy to use and provides a solid foundation for SEO. However, if you are serious about optimizing your website for high rankings on Google, there are additional steps to consider.
Ready to improve your rankings? Be sure to read our step-by-step guide on ranking high on Google.
If you have any questions about WordPress SEO, don't hesitate to reach out to me on Twitter.
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