How to optimize WordPress site for SEO

Start with technical foundations that directly impact crawlability and indexing. Ensure your WordPress installation uses clean permalinks (set to post name or a custom structure that includes the post title), which helps both search engines and users understand URL structure. Install an XML sitemap plugin like Yoast SEO or Rank Math, configure it to include posts, pages, and custom post types, then submit it to Google Search Console. Check your site's Core Web Vitals through PageSpeed Insights and Search Console—focus on fixing LCP (Largest Contentful Paint) by optimizing image delivery through lazy loading, using a CDN, and minifying CSS/JavaScript. Set up Google Search Console and Bing Webmaster Tools to monitor indexation, crawl errors, and mobile usability issues. Disable indexation of non-essential pages like admin areas, login pages, and duplicate content through robots.txt or noindex meta tags.

On the content side, optimize for actual search intent rather than keyword density. Your theme should be mobile-responsive by default, but verify it renders correctly across devices. Use heading hierarchy properly—one H1 per page that includes your target keyword naturally, then H2s and H3s for subheadings. For internal linking, create a sensible architecture where important pages are reachable in three clicks or fewer, and link contextually using anchor text that describes the linked page's topic. Use alt text on images that describe the image for accessibility and SEO, not keyword stuffing.

Configure WordPress to handle duplicate content issues by setting your preferred domain (www vs non-www) in Search Console and using canonical tags for paginated content or multiple URL variations. For e-commerce sites, implement structured data markup using JSON-LD schema for products, reviews, and FAQs—Rank Math and Yoast both make this straightforward. Finally, focus on page speed optimization: remove unused plugins and themes, leverage browser caching through a caching plugin like WP Super Cache, and compress images using ShortPixel or Imagify. Don't obsess over minor technical metrics—prioritize crawlability, mobile responsiveness, page speed, and quality content that actually answers user questions. These fundamentals matter far more than chasing algorithm updates or installing every SEO plugin available.