WordPress SEO basics: what to set up and what to write

Check the settings that can quietly block you

Before thinking about keywords, make sure WordPress is not telling search engines to stay away. These settings are easy to miss, especially on a site that was built on a temporary address and then launched.

• Search engine visibility. In Settings, Reading there is a box labelled "Discourage search engines from indexing this site". It is often ticked during a build. On a live site it should be unticked.
• Site title and tagline. In Settings, General, replace the default tagline with a short description of what you do and where. Some themes and SEO plugins use it in titles.
• One version of your address. Your site should load on one version only, for example https with or without www, and redirect the others to it. If your certificate is not set up properly, see SSL certificates for WordPress.
• Admin email and timezone. Not ranking factors, but they make sure you receive notices and that scheduled posts publish at the right time.

Set permalinks once, then leave them alone

Permalinks are the structure of your page addresses. In Settings, Permalinks, choose "Post name" for clean addresses such as /boiler-servicing/ rather than addresses with numbers or dates. Do this before you publish much content.

Changing the structure on an established site changes every address. Old links from other sites, Google results and your own emails then lead to errors unless you set up redirects. If you must change, plan the redirects first.

Tips for individual page slugs:

• Keep them short and readable: /kitchen-fitting/ rather than /our-amazing-kitchen-fitting-services-in-the-area/.
• Use words people search for, not internal names.
• Do not change a slug after a page has been live for a while unless you add a redirect from the old one.

Choose one SEO plugin and configure it properly

WordPress does a reasonable job on its own, and core even produces a basic XML sitemap. An SEO plugin adds the controls you will want: a custom title and meta description per page, social sharing previews, a fuller sitemap, and settings to keep thin pages such as tag archives out of search results.

Established options include Yoast SEO, Rank Math, All in One SEO and The SEO Framework. They all cover the basics. Pick one and stick with it, and never run two at once. After installing, work through its setup:

1. Confirm your business name, logo and whether you are an organisation or a person.
2. Decide which content types appear in search. Usually pages and posts yes; tags, author archives and attachment pages no.
3. Note the address of the sitemap the plugin creates.
4. Write a title and description for your home page and main service pages.

Treat the plugin's traffic light scores as hints, not goals. A page written for people with an amber score usually beats one forced to green by repeating a phrase.

Connect Google Search Console

Search Console is Google's free tool for site owners. It shows which searches bring people to your site, which pages are indexed, and any problems Google finds. Verify your site, usually by a DNS record or a tag your SEO plugin can add, then submit your sitemap address.

Check it once a month. Look for pages marked as not indexed that should be, sudden drops in clicks, and mobile usability warnings. Bing offers a similar webmaster tool that can be worth setting up too.

Write pages that answer real searches

Settings get you in the door. Content decides where you rank. For a small business, the pages that matter most are the ones describing what you do and where you do it.

One main page per service

A single "Services" page listing everything gives search engines little to work with. Give each main service its own page with a clear heading, what is included, who it is for, how it works, typical timescales and a call to action. If you work across several towns, mention the areas you cover naturally, rather than creating near-identical pages for every town.

Titles and descriptions

The title tag is what appears as the blue link in search results. Put the main phrase near the start, add your location if relevant, and keep it readable. The meta description does not directly affect ranking, but a clear one that matches the search earns more clicks.

Headings and structure

Each page should have one main heading, then subheadings that break the content into sections. Use headings for structure, not for making text big. Short paragraphs and lists help people scanning on a phone.

Answer the questions customers ask

Write down the questions you hear on the phone: how much, how long, do you cover my area, what happens next. Answer them on the relevant page or in short guides. This is the kind of content that matches what people type into search.

Technical basics that support all of this

• Speed. Slow pages frustrate visitors and can hold back rankings. Compress images, avoid piling on plugins, and use decent hosting. Our guide on how to speed up a WordPress site covers the steps.
• Mobile layout. Check every important page on a phone. Elementor and most themes let you adjust layouts per device.
• Image alt text. Describe what is in each meaningful image. It helps visually impaired visitors and gives search engines context.
• Internal links. Link from your home page and related articles to your key service pages, using descriptive link text rather than "click here".
• Broken links and errors. Search Console reports pages that return errors. Fix or redirect them.

Local SEO for businesses serving an area

If customers find you by searching for a service near them, your Google Business Profile matters as much as your website. Make sure the business name, address and phone number match exactly on your site, your profile and any directories. Put your contact details in the footer, and link to your profile. Ask happy customers to leave reviews and reply to them.

SEO takes months rather than days, and steady work pays off. If you want the technical side handled, WP Web Hosting plans come with SSL and Elementor ready, and the WP Managed plan keeps WordPress and your SEO plugin updated, leaving you free to write the pages that bring customers in.

Frequently asked