WordPress SEO Tutorial • The Definitive Guide to Yoast
Joost de Valk Joost de Valk is the founder and Chief Product Officer of Yoast. He’s a digital marketer, developer and an Open Source fanatic. A tutorial to higher rankings for WordPress sites This is the original WordPress SEO article since 2008, fully updated for 2019!
WordPress is one of the best content management systems when it comes to SEO. But even though it gets a lot right “out of the box”, there’s much more that you can do to improve your performance.
New to WordPress? Don’t worry!
FREE WordPress for beginners training is here to help. Find out how to set up your own site, learn the ins and outs of creating and maintaining it, and more. Soon you’ll be able to do it all by yourself!
Optimizing your site using the tactics and best practices outlined in this article will help you improve your rankings, gain more subscribers or sales, and have a better website in general.
Because good SEO should be ingrained in all aspects of your online marketing and PR, this guide covers quite a lot of ground! It’s a long read, so feel free to use the table of contents below to jump around. Or, just download the PDF and get comfy on the couch! Before we start…
This article assumes that you’re using our Yoast SEO plugin, which adds significantly more features and SEO tools to WordPress. If you’re not already using it, you can set it up right away with our beginner’s guide to Yoast SEO. If you’re using another SEO plugin, like All in One SEO or Ultimate SEO, most of the principles will still apply.
Of course, we’d prefer you to switch over and make use of our extremely powerful WordPress SEO plugin, which is why we’ve written a migration guide for you. It’s a really easy process!
What is your hosting plan?
Are you using a budget shared hosting provider or have you invested in a dedicated hosting plan at a well-known web host that fine-tuned its servers for use with WordPress?
To get a sense of what is going on behind the scenes of your site, you can install the Health Check plugin. This plugin gives you loads of technical insights and helps you get information that outside parties can use to help you improve your site.
Health Check is incredibly helpful — so much so, that the WordPress team is now going to include the plugin in the core WordPress environment. Health Check recommends updating an outdated version of PHP1.1.1 Check you’re using suitable hosting According to WordPress’ technical requirements page, the recommended hosting plan to run WordPress should include a modern version of PHP, MySQL or MariaDB, and HTTPS support.
It is possible to work with older server software, but that is not recommended. If you’ve installed the Health Check plugin, you can see the technical details of your installation. In addition, if you open the dashboard of your hosting provider, you should be able to see what type of plan you are on. Remember, paying for good WordPress hosting pays dividends.
1.1.2. Upgrade to PHP 7.0 or higher Many WordPress sites still run on outdated versions of PHP.
One look at the WordPress stats reveals that almost half of the sites still run on a PHP version in the 5 series, while PHP 7.0 and up has been available for more than three years.
Backward compatibility is cool and all, but it’s holding back WordPress as a technology and site owners from getting the most out of their sites.
These old versions of PHP don’t receive any more security fixes and are thus increasingly vulnerable to attacks.
Luckily, the WordPress team has dropped support for anything older than PHP 5.6. In December 2019, that minimum supported version of PHP will be upped to PHP 7.0. After that, it will follow the release schedule of PHP more closely. So, one of the most important things you can do to improve the performance and security of your site is upgrading your hosting environment to a modern version of PHP.
There are a lot of benefits to this: PHP 7 offers an incredible speed boost.It runs a lot more efficient, meaning less stress on your server.Bring loads of modern development features.It’s a much safer and more secure environment. It’s future proof.
Now, this is something we all want, right? If you’ve checked your current hosting set-up in the previous section, you have an idea of what your site runs on now. If this shows outdated server software like PHP 5.5, it is a good idea to update this, if possible. However, take special care before doing so.
Ask for help if you’re not sure what you are doing.
Here are some steps to take: (Always!) Backup your website.Make a local staging environment based on a modern version of PHP.Install the backup of your site on that server. Test thoroughly to see if everything works properly.Upgrade your live site — most of the times, your hosting provider can do this for you. We have a post that shows you how to set up a test environment for your WordPress site.
WordPress.org has a post on the advantages of updating your PHP version and what to take into consideration when doing that.
1.1.3. Make sure you’re using SSL and HTTPS Historically, adopting SSL (getting an HTTPS URL, and a green padlock icon in the browser URL bar) was an optional tactic.
Many sites, arguably, didn’t need the extra level of security which SSL provides.
Now, however, having a valid SSL certificate installed is mandatory — search engines may ‘penalize’ sites without valid SSL certificates and setups (and/or show warnings next to their search results).
It’s also generally good practice for all websites to use SSL, to prevent hackers and third parties from intercepting requests and data. Additionally, many modern site speed and performance techniques require a valid SSL/HTTPS setup.
To take advantage of new, faster web technologies like HTTP/2, browsers like Google Chrome and Firefox require the website to have a valid SSL certificate.
If you want to move to SSL and ensure that your site is served correctly over HTTPS, we have a handy guide with tips & tricks for moving to HTTPS.
1.2. Check your site settings It’s worth spending some time clicking through all of the sections in the WordPress Settings menu, as many of the options there can impact the SEO of your WordPress site.
In particular, it’s worth double checking your visibility settings in Settings → Reading, to make sure that you’re not accidentally preventing search engines from indexing your website.
That’d definitely hurt your visibility! You should also make sure that your Writing and Reading settings are all set correctly, these control your default categories, and what should be displayed on your homepage.
Don’t forget to give your site a strong tagline in Settings → General, too!
1.3. Pick the right permalink structure Your permalink settings define what format your page and post URLs will take, which can have a big impact on SEO.
So if yo u’re creating a new site, one of the first things you should do is change your permalink settings, which you can find in Settings → Permalinks.
If you don’t change your settings from the default, all of your pages and posts will have URLs which look like example.com/?p=123. Whilst this is perfectly okay, it’s not particularly nice, and it might impact how users and search engines perceive the quality and relevance of your pages. Changing the permalink structure alters the components, ordering, and structure of your website’s URLs.
It’s important to select the right structure when initially setting up your website, as changing it later can cause SEO issues. We usually recommend that people use a structure which creates URLs which look like example.com/post-name/, or example.com/category/post-name/, depending on how much importance they anticipate placing on the categorization of their content.
For most WordPress sites, choosing either of these options will be perfectly suitable. For the first option, you can just change the permalink setting to /%postname%/, like so: Changing the permalink settings to ‘Post name’, in Settings → Permalinks To include the category, you can select “Custom Structure” and change the value to /%category%/%postname%/. If you previously had ?p= as your permalink, WordPress will take care of all the redirects for you. This is also true if you change from /%postname%/ to /%category%/%postname%/.
If you have an established site and change from any other permalink structure, you might want to consult our article on changing your WordPress permalink structure and the tool that you’ll find within it.
1.3.1. Choose WWW or non-WWW You need to think about what you want your site to show up as www.example.com, or simply example.com.
Make sure that in your general settings, in Settings → General, the version you want to show up is properly reflected: Setting the site URL to include or omit ‘www’From an SEO perspective, there’s little difference either way. Additionally, most hosting and server setups will automatically redirect requests for the ‘wrong’ version, to the version you’ve selected.
That makes this primarily a branding consideration — which approach feels best for your site?
From a technical perspective, there’s not a huge amount of difference, either. Some setups might have some minor headaches if they omit the ‘www’ component, but these are increasingly rare.
2. Optimize your content Your site should provide the best content on your chosen subject — period. People are looking for engaging, authoritative articles and trustworthy answers to their questions. Writing high-quality content for your WordPress site begins with your own unique ideas or distinctive take on a particular topic. But it also means presenting these ideas in a well-structured and accessible manner. Together, this will help you attract the audience you’re looking for and keep them engaged.
2.1. Research what your users want and need Before writing your content, you should think about what search terms you want to be found for. Every page or post should be optimized for a specific keyphrase.
But how can you determine what keyphrase you want to be found for?
To find out, you need to do keyword research. In this process, you should ask yourself questions such as: what terms do I want to rank for?
How realistic is that I can rank for these terms?
Imagine you have a baking blog and you’re passionate about sharing your favorite recipes and baking techniques.
Optimizing a post for a term such as [best cake recipe] isn’t such a realistic goal, because it’s a very general term. There’s a lot of competition for such general terms.
Instead, you should think about finding your own niche. This niche could be [healthy, low-sugar cake recipes] or[French patisserie you can make at home]. Within a niche, you can become a true expert. Your expertise can enable you to create content that goes beyond that of your competitors. You can go deeper than others, or shed light on different angles of the same topic.
For this, you’ll want to focus on long tail keyphrases. A long tail keyphrase might be [how to make a low-calorie vegan blueberry cheesecake]. A keyphrase like this is more specific, and therefore easier to rank for. Also, it’ll be more suitable for your specific niche topic. It’s also important to think about what your audience actually wants to achieve by searching for a specific term.
This is called search intent. For example, they could be looking for the answer to a specific question and you are able to provide the necessary information. Or they might want to buy a specific product that you can offer them. Think about the needs of your visitors and address them by creating content accordingly.
Need a hand doing keyword research properly?
Our Keyword research training can help. 2.2. Write great content for your users After you’ve done your keyword research and you know the topics you want to write about, you need to get to the actual writing.
Most of the time that’s easier said than done. To get from an idea to a great piece of content, most likely you’ll have to follow a cycle of drafting, writing, editing, and rewriting.
Your first draft can just be an outline of your structure. You don’t have to write out everything in perfect prose at this point, but make sure that you follow a logical structure.
For most pieces, that will include an introduction, your main points of argument, and a conclusion. Of course, this will vary per genre – a recipe will have a completely different structure.
You can flesh out the points further in the writing phase, where you try to come up with a first complete version of your text.
Finally, in the editing phase, you should check whether your piece is engaging and easy to read. You might be an expert on your topic, but your audience probably isn’t (yet). So try to make your writing as accessible as possible. When in doubt, it’s always best to ask a friend or colleague for some feedback. Another good trick is to read your text out loud to yourself. You can even let your computer speak it. It will give you a better idea of whether everything flows nicely.
2.3. Optimize your individual posts & pages When writing or editing your post, there are a number of elements you need to pay special attention to in order to make it SEO-friendly.
These elements include your subheadings, your title, and your meta description. All of these need to reflect the topic of the specific post. Don’t forget, SEO-friendly doesn’t just mean that it’s easy for a search engine to grasp the topic of a page.
More importantly, it means that your visitors can get the gist of your page at a single glance. Your meta description and your title might be a deciding factor for whether visitors click on your page in the search results in the first place. And once they’ve visited your site, elements like subheadings can be critical for visitors to decide whether they want to stay on your site.
2.3.1. Set your focus keyphrase(s) One important rule is not to use a focus keyphrase on more than one page. Otherwise, you might end up cannibalizing yourself. Most of the time, you don’t want to rank for multiple pages on the same keyphrase, because it means that you’re setting yourself up as your own competition.
It’s also important to include the focus keyphrase in crucial elements of your post such as the title, the introduction, your subheadings, and your meta description. All of these elements are crucial signals for what your post is about.
Since your focus keyphrase is, in fact, the main topic of your page, it’s a logical consequence that you should make sure this topic is reflected in all of these elements. The same logic holds true for your text overall: you need to make sure that you don’t stray off-topic; if you stay on-topic, it should follow naturally that you use your keyphrase multiple times throughout your text.
But avoid stuffing your text with your keyphrase just for the sake of it. If you find it hard to include your keyphrase in your text a sufficient number of times, it might be a sign that you should take a different approach to the topic.
To avoid repetition, you can use synonyms. Synonyms are words that mean exactly the same or more or less the same as your keyphrase.
An example of this are the words film and movie.
Search engines will recognize that they have the same meaning, which you can also check by having a look at the search results: if you search for movie, film will also be highlighted in the results, and vice versa.
You can also make use of related keyphrases to optimize a single page for similar, related terms. You can use these to give context to your keyphrase. For example, if your keyphrase is [pumpkin soup] your related keyphrase might be [winter weeknight dinners]. This second, broader term gives additional information about your topic. It can also create coherence by establishing a link to similar pages on your post. The Yoast SEO Premium analysis makes it easier to optimize your post thanks to word forms, synonyms, and related keyphrases.
2.3.2. Optimize your permalink In most cases, your post’s URL should probably contain your focus keyphrase, so that it’s obvious what your page is about from the link. That said, you should always try and keep your permalinks short, descriptive, and clean — don’t put unnecessary words in for the sake of it! Before you publish new posts or pages, you may also wish to consider removing ‘function words‘ from your permalink.
These are words like “a”, “and”, and “the”. When done carefully, this may make your permalinks more readable, and easier to use or link to. Posts with especially long titles may benefit from this approach. For posts which have already been published, we’d recommend being careful when changing permalinks. If people have already linked to your pages, changing the URLs may make a mess.
Even though WordPress will sometimes redirect users to the new location (the redirects manager in Yoast SEO Premium handles this automatically, and more reliably), changing URLs can impact performance.
2.3.3. Optimize your page title Each page’s title — the contents of the HTML